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Brand Management 101: 101 Lessons From Real World Marketing

Brand Management 101: 101 Lessons From Real World Marketing

          
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About the Book

Brand Management 101 offers 101 "lessons" into the real world application of marketing principles. Broadly structured around the Ps of marketing, it offers provocative insights into how marketing challenges can be dealt with in the marketplace.

Table of Contents:
Acknowledgments Introduction Positioning Building a better mousetrap Creating new ideas and concepts Breaching the defenses Sourcing market share from an existing player Enemy at the gates Defending against competitive attack There are no limits to growth Growing a high market share brand Empire-building The mega-branding challenge Miracles do happen Turning around a declining brand A brand new you Reinventing and relaunching an existing brand When two s a crowd Managing a portfolio of brands Promotion What starts well ends well The importance of a good brief What if you were dating your viewer? How to develop great TV advertising Testing, testing, 1, 2, 3 Using advertising testing smartly Radio gaga Developing radio advertising Sex appeal sells, but what? Using celebrity advertising smartly Getting down and dirty The risky business of competitive advertising Surround and conquer Using multiple media to win with the consumer Pricing The price is right The art of setting pricing You re going down! The tricky business of pricing down But they started it! The even trickier business of dealing with price competitors There s no such thing as a free lunch Pricing up Product But I flunked science! A marketer s role in product design Cooking 101 Making a product launch a reality Another P of marketing Pace-setting the right rhythm of news Perception is reality The power of marketing vs product innovation Yet another P of marketing Planning Place Shopping is like speed dating The critical role of packaging Size does matter The role that big customers play today The final frontier Winning in small stores and developing markets A slightly different ball game The challenges of marketing to the shopper People Does familiarity breed contempt? The double edge of continuity It takes two to tango Forming winning agency partnerships View from the top Managing management No, they are not really all out to get you Working with other departments Snafu What to do when things go terribly wrong Healer, heal thyself! Some parting thoughts for the marketer The 101 Lessons Summarized Take The Brand Management 101 Quiz! Index


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Product Details
  • ISBN-13: 9788126513185
  • Publisher: Wiley India Pvt. Ltd.-New Delhi
  • Publisher Imprint: Wiley India Pvt. Ltd.-New Delhi
  • Language: English
  • ISBN-10: 8126513187
  • Publisher Date: 2007
  • Binding: Paperback
  • No of Pages: 224

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