Strategic brand management /
By: Keller, Kevin Lane
.
Contributor(s): Isaac, Jacob | Parmeswaran, Ambi M. G.
Material type: 
BookPublisher: India : Pearson Education India, 2010Edition: 3rd edition.Description: 752 p.ISBN: 8131756890 (paperback); 9788131756898 (paperback).Subject(s): Business managementDDC classification: 658.827 Keller 30303 3rd 2013 Managment Summary: - and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. One of the important objectives of the book is to provide managers with concepts and techniques to improve the long term profitability of their brand strategies. Features Depth: The material in the book had to be presented in the context of a conceptual framework that was comprehensive, internally consistent and cohesive and well grounded in the academic and practitioner literature Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important Relevance: Finally, the book had to be well-grounded in practice and easily related to past and present marketing activities, events and case studies Inclusion of new Branding Briefs and Science of Branding: New Branding Brief's and Science of Branding Brief's have been replaced as per the Indian context using Indian examples and companies to increase student's learning and understanding.
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Business School Library Statistics | Social Science | 658.827 Keller 30358 3rd 2013 Managment (Browse shelf) | Available | 30358 | ||
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UVAS Library Statistics | Social Science | 658.827 Keller 30303 3rd 2013 Managment (Browse shelf) | Available | 30303 |
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- and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. One of the important objectives of the book is to provide managers with concepts and techniques to improve the long term profitability of their brand strategies. Features Depth: The material in the book had to be presented in the context of a conceptual framework that was comprehensive, internally consistent and cohesive and well grounded in the academic and practitioner literature Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important Relevance: Finally, the book had to be well-grounded in practice and easily related to past and present marketing activities, events and case studies Inclusion of new Branding Briefs and Science of Branding: New Branding Brief's and Science of Branding Brief's have been replaced as per the Indian context using Indian examples and companies to increase student's learning and understanding.
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