Thus it means exploration and understanding of the true self and putting the same in practice. The book is basically meant for management practitioners and individual employees. At the same time the same will add to the enlightenment of the thinkers and student of management and leadership. However, spirituality being very much a human aspect, the reading will be useful even to the general readers. Behind Powerful Brands, From Strategy to Campaign By John Philips Jones, Tata McGraw Hill PP 171, Price Rs.
Advertising is the one that goes behind making the powerful brands.
However, it needs to be realised that advertising can also be wasteful if right strategy is not followed. This is because the cost of reaching the audience is very high and in many instances it is possible that the wrong audience is being reached. Thus one needs to be very careful while advertising. This is the clear message of the book by John Philips Jones. The author must be appreciated for his efforts.