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019 _a920656609
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020 _a9781119207733
_q(electronic bk.)
020 _a1119207738
_q(electronic bk.)
020 _z9780470822296
020 _z0470822295
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035 _a(OCoLC)269373364
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043 _an-us---
050 4 _aHD69.B7
_bD43 2007eb
082 0 4 _a658.8/27
_222
049 _aMAIN
100 1 _aDhar, Mainak.
245 1 0 _aBrand management 101 :
_b101 lessons learned from real world marketing /
_cMainak Dhar.
260 _aSingapore :
_bHoboken, N.J. :
_bWiley,
_c�2007.
300 _a1 online resource (vii, 215 pages)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
505 0 _aPositioning. Building a better mousetrap: Creating new ideas and concept -- Breaching the defenses: Sourcing market share from an existing player -- Enemy at the gates: Defending against competitive attack -- There are no limits to growth: Growing a high market share brand -- Empire-building: The mega-branding challenge -- Miracles do happen: Turning around a declining brand -- A brand new you: Reinventing and relaunching an existing brand -- When two's a crowd: Managing a portfolio of brands -- Promotion -- Promotion. What starts well ends well: The importance of a good brief -- What if you were dating your viewer? How to develop great TV advertising -- Testing, testing, 1, 2, 3: Using advertising testing smartly -- Radio gaga: Developing radio advertising -- Sex appeal sells, but what? Using celebrity advertising smartly -- Getting down and dirty: The risky business of competitive advertising -- Surround and conquer: Using multiple media to win with the consumer -- Pricing -- Pricing. The price is right: The art of setting pricing -- You're going down! The tricky business of pricing down -- But they started it! The even trickier business of dealing with price competitors -- There's no such thing as a free lunch: Pricing up -- Product -- Product. But I flunked science! A marketer's role in product design -- Cooking 101: Making a product launch a reality -- Another "P" of marketing: Pace-setting the right rhythm of "news" -- Perception is reality: The power of marketing vs. product innovation -- Yet another "P" of marketing: Planning -- Place -- Place. Shopping is like speed dating: The critical role of packaging -- Size does matter: The role that big customers play today -- The final frontier: Winning in small stores and developing markets -- A slightly different ball game: The challenges of marketing to the shopper -- People -- People. Does familiarity breed contempt? The double edge of continuity -- It takes two to tango: Forming winning agency partnerships -- View from the top: Managing management -- No, they are not really all out to get you: Working with other departments -- Snafu: What to do when things go terribly wrong -- Healer, heal thyself! Some parting thoughts for the marketer -- The 101 Lessons Summarized -- Take The Brand Management 101 Quiz!
588 0 _aPrint version record.
500 _aIncludes index.
590 _aJohn Wiley and Sons
_bWiley Online Library: Complete oBooks
650 0 _aBrand name products
_zUnited States.
650 0 _aBranding (Marketing)
_zUnited States.
650 0 _aAdvertising
_xBrand name products
_zUnited States.
650 6 _aProduits de marque
_z�Etats-Unis.
650 6 _aStrat�egie de marque
_z�Etats-Unis.
650 6 _aProduits de marque
_xPublicit�e
_z�Etats-Unis.
650 7 _aAdvertising
_xBrand name products.
_2fast
_0(OCoLC)fst00797554
650 7 _aBrand name products.
_2fast
_0(OCoLC)fst00837883
650 7 _aBranding (Marketing)
_2fast
_0(OCoLC)fst01743755
651 7 _aUnited States.
_2fast
_0(OCoLC)fst01204155
_1https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq
758 _ihas work:
_aBrand management 101 (Text)
_1https://id.oclc.org/worldcat/entity/E39PCGyv63wVHmkm4jrKvPbwyb
_4https://id.oclc.org/worldcat/ontology/hasWork
776 0 8 _iPrint version:
_aDhar, Mainak.
_tBrand management 101.
_dSingapore : Wiley (Asia), 2007
_z9780470822296
_w(DLC) 2008471510
_w(OCoLC)132992055
856 4 0 _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119207733
938 _aBooks 24x7
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938 _aYBP Library Services
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