(USED-LIKE NEW) Brand Management: Principles And Practices  (Paperback, Kirti Dutta)

Book is expected to have few markings, other than that it is a NEW BOOK only. ________________________________________ Brand Management-Principles and Practices is a comprehensive textbook designed for students of postgraduate Management programmes specializing in Marketing. It explores the core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos. The book is divided into five sections. The first section gives an introduction to branding, creating a brand, and understanding how Organizational Behaviour culture helps in successful brand Management. The second and third sections discuss brand equity, ways of researching and measuring it, and the importance of understanding consumers and markets. The fourth section explains branding strategies, e-branding, and Marketing communications. The last section explores brand architecture, brands over time, and boundary less brands. Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners.