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_a9781119207733 _q(electronic bk.) |
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| 049 | _aMAIN | ||
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_a658.8/27 _222 |
| 090 | _aebook | ||
| 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 |
||
| 500 | _aIncludes index. | ||
| 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. | |
| 650 | 0 |
_aBrand name products _zUnited States. |
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| 650 | 0 |
_aBranding (Marketing) _zUnited States. |
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_aAdvertising _xBrand name products _zUnited States. |
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_aAdvertising _xBrand name products. _2fast _0(OCoLC)fst00797554 |
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_aBrand name products. _2fast _0(OCoLC)fst00837883 |
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_aUnited States. _2fast _0(OCoLC)fst01204155 |
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| 773 | 0 | _tWiley e-books. | |
| 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://eresourcesptsl.ukm.remotexs.co/user/login?url=http://onlinelibrary.wiley.com/book/10.1002/9781119207733 _zWiley Online Library |
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