| |
This book on Brand Management have been written by American authors in American context. "Brand Management (Text and Cases)" is designed to serve as a textbook for the marketing students who would want to learn buyer`s marketing in the Indian context. The book draws heavily on Indian examples from the corporate world, including MNCs, world of advertisements and in general the Indian market.
The study of Brand Management is gaining importance day-to-day. With the `open` economic policy there is a rise people`s per capita real income. Their standard of living in turn affects the need, attitude, lifestyle of the buyers. With the abolition of licence regime and quota restrictions and pursuance of global policy, the Indian market has been flooded supply tends to outweigh the demand. Success or failure of the modern business now depends on how effectively the marketing and emotional marketing are the steps taken with this aim. To be able to attract the buyers one has to understand their behaviour, their psychology and their needs. In other words, property understanding the "Brand Management" is the key to success for modern Indian business.
This book not only deals extensively with theories and text on Brand Management, but also with many case studies and case examples. ISBN - 9788184884036
|
| |
Pages : 202
|