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The Case book II highlights the key issues involved in the creation of brand building, consumer products, durable and services advertising. The case book has been compiled by the authors from the archives of India`s third largest advertising agency group, DRAFTFCB+ULKA.
HIGHLIGHTS
12 Cases which are classified into :
Consumer products
Consumer durables
Services
3 appealing articles:
How Advertising Works
Celebrity Endorsements
Promotions in Car Marketing.
About The Author
M G Parameswaran is Executive Director with DRAFTFCB+ULKA. In a career spanning over two decades he has worked in marketing, sales and advertising, and on brands, including Strepsils, Thermax, UDI - Yellow Pages, Santoor, Wipro, Sundrop, Indica, Indigo and Brufen. He is an aluminus of IIT (Madras) and IIM (Calcutta), and takes out time from his frenetic schedule to occasionally write and teach at various management institutes in Mumbai and his alma mater IIMC.
Kinjal Medh is COO with Cogito Consulting, a consulting division of the DRAFTFCB+ULKA. He also heads the account planning function for the group. In a career of over two decades in the industry, Kinjal has led several major Indian clients on market entry strategy, distribution, branding corporate identity and competitive strategy issues.a wide range of statistical tools.
Table Of Contents isbn
9780070707139
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