Brand Management: Text and Cases

Brand Management: Text and Cases / Excel Books India, 2006 / 8174464808,

9788174464804 / 2006 / Harsh V. Verma

The twentieth century witnessed dramatic changes in the concept and process of value and

value creation, though market forces debilitated the products and assets that firms once

banked upon to create wealth. As the product transcends its traditional role of satisficer,

brands and branding acquire a dominant role in re-defining marketplace performance.

Product superiority is no longer the sole driver of business performance since high quality

products are all-pervasive, generic entities and a powerful brand can transform products

into value powerhouses that command customer preference, loyalty and commitment.

Effective branding gives a firm immunity from the parity spiral that can suck companies into

ruinous pricing wars. Brand Management has been written against this backdrop of

redefinition of value and value creation processes. Building the context, content and

consequences of branding, it combines branding theory with practical examples to make for

easy reading and comprehension. Replete with examples and cases from the Indian

marketing scene, the book equips readers to relate theoretical constructs with actual

business scenarios, while the assignments at the end of each chapter provide ample

opportunity to apply the theoretical concepts to practical situations. The themes covered

in the book include the following: v Concept of brand v Competition and brand v Brand

evolution v Brand positioning v Brand over time v Branding strategies v Brand equityThis

book is an indispensable reading for students interested in the marketing area including
those specializing in marketing at post graduate level, especially MBA. Practicing managers

can also gain theoretical understanding of branding, and master the art and science of

creating and managing powerful brands.

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Services Marketing: Text and Cases, 2/e / Harsh V. Verma / Services industries / 660 pages

/ ISBN:8131754472 / 2012
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Services Marketing: Text and Cases / 676 pages / ISBN:9788131795002 / Harsh V. Verma

/ The second edition of Services Marketing: Text and Cases takes a leap forward to

develop a strategic perspective to the service marketing framework. Extensively revised and
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10 Library of Congress Cataloging-in-Publication Data Clark, Kim B. Managing new product
and process development : text and cases / Kim B. Clark, Steven C. Wheelwright, p. cm.
Includes bibliographical references. ISBN 0-02-905517-2 1. New productsâ€Management.
Ferrell, C, O., 2012. Marketing Strategy Text and Cases.6th ed. Cengage Learning. FILM:
The Marketing Mix At Tesco, 2013. Kogan Page. Keller KL 2008. Strategic Brand
Management, Building Measuring Managing Brand Equity 3 rd Edition. Pearson Prentice
Hall. The twentieth century witnessed dramatic changes in the concept and process of
value and value creation, though market forces debilitated the products and assets that
firms once banked upon to create wealth. As the product transcends its traditional role of
satisficer. All brand names and product names used in this book are trade names viii BRIEF
CONTENTS 14 Implementing Corporate Strategy: Managing the Multibusiness Firm 15
Mergers, Acquisitions, and Alliances 16 Current Trends in Strategic Management CASES TO
ACCOMPANY.
DATE: 8th April 2012