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Book Cover
E-book

Title Encyclopaedia of brand equity management / edited by Muhammad Mohsin
Published Mumbai : Himalaya Pub. House, 2009

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Description 1 online resource (3 volumes)
Contents Vol 1 COVER; CONTENTS; INTRODUCTION; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY; Vol 2 COVER; CONTENTS; CONCEPT OF BRAND; BRAND AWARENESS; BRAND IMAGE; BRAND MANAGEMENT; BRAND LOYALTY; VALUES IN BRAND EQUITY; MARKETING COMMUNICATIONS; SIGNIFICANCE OF PACKAGING; BIBLIOGRAPHY; Vol 3 COVER; CONTENTS; DEVELOPMENT OF PRODUCT; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY
Summary Management is a multidimensional discipline. A modern business chief executive needs a strong vision, energy and drive, in order to push and pull teams and the organisation forward. A strong and effectively communicated vision can prove to be impressive, stimulating and attractive for others and it is bound to further motivate them to achieve business goals and aspirations. In the wake of it, the measurement and management of the brand value has become a major issue for marketers and market researchers, over the past several decades. The concept of brand value and brand equity goes well beyond
Bibliography Includes bibliographical references
Subject Branding (Marketing) -- Encyclopedias
Brand choice -- Encyclopedias
Brand name products -- Encyclopedias
BUSINESS & ECONOMICS -- Advertising & Promotion.
Brand choice
Brand name products
Branding (Marketing)
Genre/Form Encyclopedias
Form Electronic book
Author Mohsin, Muhammad
ISBN 9781441662101
1441662103
9789350439296
9350439298
Other Titles Encyclopedia of brand equity management