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Advertising / Branding

REVEALING THE CORPORATION - John M. T. Balmer

Author

John M. T. Balmer
Stephen A. Greyser

Cover Price : Rs 495.00

Imprint : T & F / Routledge
ISBN : 041528421X
YOP : 2004

Binding : Paperback
Total Pages : 384
CD : No

DESCRIPTION An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area. Fully revised and updated with the original contributions contextualized by the editors’ analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations. THIS NEW EDITION FEATURES:- - a new introductory section to branding and public relations, contextualizing the rest of the volume - new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined - new readings and an updated Harvard style case study - revised and updated commentary and analysis from the editors. Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding. CONTENTS 1. Revealing the Corporation: An Integrative Framework 2. Identiy: The Quintessence of an Organization 3. Corporate Communications: A Dimension of Corporate Meaning 4. Corporate Image and Reputation: The Other Realities 5. The Corporate Brand: An Organization's Covenant 6. Case Study Section.

Brand Management, Reprint 2012 - Mahim Sagar

Author

Mahim Sagar
Deepali Singh
D. P. Agrawal
Achintya Gupta

Cover Price : Rs 395.00

Imprint : Ane Books Pvt. Ltd.
ISBN : 9788180522833
YOP : 2012

Binding : Paperback
Total Pages : 224
CD : No

About the Book :- This book is the outcome of a decades research in brand management. It will provide a platform for learning product and brand management in Indian context. The main purpose of this book is that it will serve as a Fundamental Textbook of Brand Management for all management students at both UG and PG levels who wish to specialize in Marketing and or Brand Management. Core elements of brand management have been identified, namely like Brand Identity, Brand Image, Brand Personality, Brand Awareness, Brand Positioning & Brand Equity and so on. The application of these elements are being elaborated and explained with the help of various case studies of global as well as Indian Brands. This book will fulfill long felt need of students as well as managers for a structured textbook on Brand Management. The authors hope that the readers would be benefited from the book and would find it useful in developing an understanding of Brand Management. Contents :- Preface 1. Introduction to Brands 2. Elements of Brand Management 3. Brand Identity 4. Brand Image: Customers Perception of Brand Identity 5. Brand Personality: Carrier of Brand Identity 6. Brand Communication 7. Brand Positioning 8. Brand Equity 9. Brand Extension 10. Ethical Brand Positioning: a new tool for Distinctive Positioning 11. Product Management About the Authors :- Dr. Mahim Sagar is faculty of Marketing & Strategy at Department of Management Studies Indian Institute of Technology, Delhi (IIT Delhi). Dr. Sagar has been associated with various institutes of repute like IIM-Ahmedabad, National Institute of Fashion Technology (NIFT) and IIITM. Dr. Deepali Singh is faculty at Indian Institute of Information Technology & Management Gwalior (IIITM-Gwalior) and has been very active in research in innovative areas of E- Marketing, E-CRM, Ethical Brand Positioning, Neuro-Marketing, Customer Perceived value, etc. Prof. D. P. Agrawal is at present Chairman, Union Public Service Commission (UPSC). Prof Agrawal is an extensive researcher and visionary and has been associated with various institutions of repute like IIT-Delhi and IIITM-Gwalior. The concept of Brand Positioning (EBP) in a cross-cultural environment was developed under his guidance and mentorship. Mr. Achintya Gupta belongs to Indian Institute of Technology, Delhi (IIT Delhi) and has varied managerial exposure to FMCG majors and marketing IT enabled services.

Advertising and Sales Promotion - V.S. Padmanabhan

Author

V.S. Padmanabhan
H.S. Murthy

Cover Price : Rs 395.00

Imprint : Ane Books Pvt. Ltd.
ISBN : 9788190832281
YOP : 2016

Binding : Paperback
Size : 6.25" X 9.50"
Total Pages : 349
CD : No

About the Book Advertising is a discipline undergoing rapid change. We have moved from Print to Electronic Media to Internet Advertising. Students and practitioners of advertising need to be exposed to the latest trends in advertising and sales promotion. Advertising and Sales Promotion: An Indian Perspective deals with various business like dealing in consumer products, industrial products, services, corporate public relations, and social marketing. The book exposes the readers to the basics of advertising. Contents 1. Introduction, 2. Before the Market Economy, 3. The Marketing Concept, 4. Marketing Communications, 5. The Communication Process, 6. Advertising Purpose and Benefit, 7. Role of Advertising Agency, 8. Advertising Planning, 9. Setting Objectives, 10. Positioning: Creative Planning, 11. Media Planning, 12. Direct Marketing, 13. Sales Promotion, 14. Publicity and Public Relations, 15. Personal Selling, 16. Advertising Over Internet, 17. Point of Purchase or Point of Sale, 18. Marketing Communication for Industrial Products, 19. Corporate or Institutional Communications, 20. Rural Marketing Communications, 21. Marketing Communication: Going Global, 22. Marketing Communications for not for Profit, 23. Advertising and the Brand, 24. Measuring Advertising Effectiveness, 25. Event Management, 26. Regulation in Advertising, 27. Influence of Cinema, Case Studies,/ Appendice, Bibilography About the Authors Prof.V.S.Padmanabhan began his career with consumer, pharmaceuticals and household products with Atlanta (East) in Kolkata. He then moved to McCann Erickson to develop and manage business for South India. He has also worked with Indian Airlines managing the Public Relations and Corporate Image of the Airlines as well as Promotion of Tourism. In 1981, he took charge of Marketing Consultants and Agencies (a Karnataka Government enterprise). He was the president of International Advertising Association India chapter, besides being Director at world level. He was information, communication and education consultant to World Bank, India Population Project 3(Karnataka). Currently, he is Consultant on PR issues and a Visiting Faculty on selected topics on invitation. Prof. H.S.Murthy is an Engineer with MBA from IIM, Ahmedabad. He is a postgraduate in English Literature. He has over 30 years of experience in marketing of consumer and industrial products, both domestic and international. He also has worked at strategic level managing finance among other corporate functions. At present, he is the Professor and Head of the Department of Management Studies at City College, Bengaluru.

Advertising and Brand Management - Amita Charan and Rekha Dahiya

Author

Amita Charan
Rekha Dahiya

Cover Price : Rs 1,995.00

Imprint : Ane Books Pvt. Ltd.
ISBN : 9789385462894
YOP : 2017

Binding : Hardback
Size : 6.14" X 9.21"
Total Pages : 450
CD : No

About the Book The book has been documented in an authentic manner for graduate students of commerce and business management. The book has been written in very simple language for easier understanding. The text examines various aspects of promotion, advertising and branding as an abandon area of Integrated Marketing Communication. Text has been supported with cases and examples so that students may relate to the concept easily. Almost each chapter has been supplemented with the one case study and relevant exercises so that it might become easy for the students to appreciate the practical application of the subject matter. Contents 1. Introduction to Advertising 2. Advertising Objectives, Types and Audience Selection 3. Setting Advertising Budget 4. Message Decisions and Development 5. Media Choice and Decisions 6. Measuring Effectiveness of Advertising 7. Media Organisation and Agency Decision 8. Social, Ethical and Legal Aspects in Advertising 9. Branding Concepts 10. Brand Management and Brand Strategy 11. Creating and Managing Brand Equity About the Authors Dr. Amita Charan is Assistant Professor in the Department of Commerce, Janki Devi Memorial College, University of Delhi. She earned her Doctorate degree in Management after Master’s in Business Administration. In addition she has done L.L.B. and Advanced Diploma in IT. The author has more than 11 years of teaching and research experience in the field of commerce typically in subjects like Advertising, Information Technology and International Business. She has been associated with Netaji Subhash Institute, Daulat Ram College and Shaheed Sukhdev College in the beginning of her teaching career. She is a member in National Level Research Projects initiated by Indian Government and actively involved in empirical research. She has contributed chapters on various topics such as Integrated Marketing Communications, E-marketing, Cyber Laws, and Internet Security. She authored three text books on the topics of Marketing and International Business for graduate students. She has presented twelve research papers in National and International Conferences out of which twelve are published in the National and International Journals. Ms. Rekha Dahiya is Assistant Professor with Banarsidas Chandiwala Institute of Professional Studies, Dwarka affiliated to IP University, Delhi. Ms. Dahiya earned her MBA degree in Marketing from MDU. She is also UGC NET qualified in Management. Ms. Dahiya’s interests are in Marketing Management, Advertising, Brand Management, Digital Marketing, Services marketing and Business Research. Earlier she has been associated with institutes like JIMS, DCE and NIMS. She has 2 books and 13 international papers to her credit. Currently she is pursuing PhD in Marketing Management.


   

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