Cases on branding strategies and product development
Subtitle: successes and pitfalls
By: Sarmistha Sarma, Institute of Innovation in Technology and Management, Guru, Gobind Singh Indraprashtha University, India, Sukhvinder Singh, Institute of Innovation in Technology and Management, Guru, Gobind Singh Indraprashtha University, India
Series: A volume in the advances in marketing, customer relationship management, and E-Services (AMCRMES) book series
Publisher: Business Science Reference, An Imprint of IGI Global
Published: 2015
Place of publication: Hershey, PA
Language: eng
Number of pages: 417
ISBN-13: 9781466673939; 9781466673946; 9781466673960
Subjects: Product  management; Case studies; Brand name products; Branding (Marketing); Brand choice
Description: "This book is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands"--
Notes: Includes bibliographical references (pages 391-407) and index.