Cases in Brand Management and Services Marketing

Cases in Brand Management and Services Marketing (English, Paperback, Simon George)


Cases in Brand Management and Services Marketing  (English, Paperback, Simon George)

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    • Language: English
    • Binding: Paperback
    • Publisher: Manipal University Press
    • Genre: Business, Investing and Management
    • ISBN: 9789382460480, 9382460489
    • Edition: 1, 2017
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    This book intends to connect concepts in Brand Management and Services Marketing to practice, through the pedagogy of case method of teaching. The 15 cases are written on the several managerial dilemmas and situations faced by managers in their organizations, pertaining to the areas of Brand Management and Services Marketing. These cases have rigorously followed a symptom-problem- alternatives-solution, frame work. The 15 cases can be broadly categorized to fall under consumer products and service products. In the consumer products category, it covers a wide range of products in industries like-furnishing, personal care, kitchen products, wellness products, food products, magazines, etc. The cases in the service products category include industries like hospitals, hotels, airline ticketing, banks, event and e-commerce. All the cases are written focused on situations experienced in brand building, nurturing, and management. The pastures focused in the brand management cases are product development, positioning, segment identification, advertising, costing and pricing products, brand extension, brand equity, brand valuation, etc. The Services Marketing cases focus on pastures like, services delivery, process management, service quality, ambience and technology management, customer satisfaction, complaint management, etc. The cases are meant to strengthen the problem identification and problem solving skills of the present and future managers in the two areas.
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    Publication Year
    • 2017
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