ISBN 9781259005893,Brands As Engines For Profit: Universal Guidelines On How To Drive Growth

Brands As Engines For Profit: Universal Guidelines On How To Drive Growth



Tata McGraw - Hill Education

Publication Year 2012

ISBN 9781259005893

ISBN-10 1259005895

Hard Back

Number of Pages 256 Pages
Language (English)


Hands-on and fact-based recommendations for the Indian market How advertising drives brands How to launch and establish new brands The growth and enrichment of brands Brand management Measurement tools to monitor brands A dialogue with Indian marketing and advertising professionals Analysis of the economic effects of advertising Glossary/description of important concepts About the Author John Philips, Emeritus Professor at Syracuse University, New York, John Philip Jones graduated with Honours BA and MA in Economics from Cambridge University. Table of Contents 1. First Thoughts on How Advertising Drives Brands 2. New Brands: How to Launch them and Establish them in the Market 3. A Brand as a Totality 4. The Growth and Enrichment of Brands 5. Where do Advertising Ideas Come From? 6. Brand Management 7. Measurement Tools to Plan and Monitor Brands 8. A Dialogue with Indian Marketing and Advertising Practitioners 9. Six Articles on Topical Aspects of Marketing in India Appendix A. The Economic Effects of Advertising Appendix B. A Glossary of Important Advertising Terms