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02028cam a22002058i 4500 |
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20160322165209.0 |
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140410s2014 cau b 001 0 eng |
| 020 |
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|a 9788132117735 (paperback : alk. paper)
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| 041 |
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|a eng
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| 082 |
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|a 65
|b KOM
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| 245 |
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4 |
|a The definitive book of branding /
|c edited by Kartikeya Kompella.
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| 260 |
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|a New Delhi:
|b Sage Publications,
|c 2014
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| 300 |
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|a xx,408
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| 505 |
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|a Foreword -- Preface -- Building blocks -- The essence of positioning / Al Ries -- Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey -- From niche to mainstream -- The power of words and stories / John Simmons -- All together now : the new and vital strategy of "community" / Douglas Atkin -- What it really means to be a challenger in today's world / Adam Morgan -- Building brand authenticity / Michael B. Beverland -- The most important brand question : how does it make them feel? / Daryl Travis -- Brands and innovation / Jean-Noel Kapferer -- Branding with a cause / Kartikeya Kompella -- Branding beyond marketing -- Living the brand / Nicholas Ind -- Employer brand management / Richard Mosley -- Global branding : strategy, creativity, and leadership / Sicco van Gelder -- Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann -- Together we stand -- Co-branding / Tom Blackett -- The guide to co-creation / Clare Fuller and Arunima Kapoor -- Building brands on belief -- What Chatterjee said : designing brands from the inside out / Patrick Hanlon -- Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day -- Lovemarks in the age of now / Kevin Roberts -- Index -- About the editor and contributors.
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| 650 |
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|a Branding (Marketing)
|9 2295
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| 650 |
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0 |
|a Globalization
|x Economic aspects.
|9 2296
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| 700 |
1 |
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|a Kompella, Kartikeya,
|9 2297
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| 942 |
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|c BK
|6 _
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|c 155965
|d 155965
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| 952 |
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|0 0
|1 0
|4 0
|6 65_KOM
|7 0
|9 203977
|a DCS
|b DCS
|c GEN
|d 2016-03-08
|o 65 KOM
|p MCS05857
|r 2016-03-08
|w 2016-03-08
|y BK
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