x, 273p., Index, 25 cm. (First Edition published in 2002)
CONTENTS:- Preface; Competition and Brand; Concept of a Brand; Brands and Consumers; Brand Equity; Brand Inside and Outside; The Extensions; Brand Over Time; Brand and Firm.
This book focuses on key decision areas of managing a brand. The theoritical constructs are combined with relevant examples and cases from the contemporary marketing scene. This makes the text of the book user friendly.