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Brand positioning : strategies for competitive advantage / by Subroto Sengupta

By: Sengupta, Subroto.
Material type: TextTextPublisher: New Delhi : McGraw Hill Education (India) Private Limited, 2005.Edition: 2nd ed.Description: xxi, 682p. 25.5 cm.ISBN: 9780070581593; 0070581592.Subject(s): MARKETING | MANAGEMENT | BRAND MANAGEMENT | BRAND EQUITYDDC classification: 658.827
Contents:
The positioning concept: definitions and illustrations Positioning: of what stuff is it made Positioning is rooted in product features-- or is it? The pursuit of differential advantage: strategies of competitive advantage Symbols by which we live and buy Positioning successes-- case studies A fresh look at advertising objectives Positioning through celebrity endorsement Stretch your brand-- but watch its limits
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books Books HCC Seminar Library General Stacks 658.827 SEB (Browse shelf(Opens below)) 2015 Available 8098-9

Includes Epilogue, Credits and Indexes

The positioning concept: definitions and illustrations Positioning: of what stuff is it made Positioning is rooted in product features-- or is it? The pursuit of differential advantage: strategies of competitive advantage Symbols by which we live and buy Positioning successes-- case studies A fresh look at advertising objectives Positioning through celebrity endorsement Stretch your brand-- but watch its limits

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