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Brand Management: A Theoretical & PracticalApproach
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ISBN
:
9788190721134
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Publisher
:
Global India Publications Pvt Ltd
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Subject
:
Business & Management
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Binding
:
HARDCOVER
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Pages
:
272
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Year
:
2008
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695.0
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542.0
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Description
Brand equity and strategic brand management combine a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions and thus improving the long-term profitability of specific brand strategies. This book is prepared for specific tactical guidelines for planning, building, measuring and managing brand euity.It includes numerous examples virtually on every topic.Representing the brain trust in brand management, the book of Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies.Strategies such as brand stretching and brand architecture are described,especially as tools for managing the total brand experience and value.the book also includes a brand management toolkit,which provides checklists and exercise, as well as global and asian case studies.
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Author Biography
Saurabh Aggarwal has completed his fellow company secretary (FCS) and masters in financial management from Pondicherry University, India. Presently, he is a CEo of the Institut eof Management, the strategic planning society and the institute of management consultants. He is the author of a number ofsuccessful business and management books. He is an internationally acclaimed expert in standards, brands, technology and global trends. He has recently authored three bookson Brand Management, which have been published and cited in over 70 publications internationally. As editor, writer and researcher he has worked with most of the gurus of brand management.
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