Brand positioning :
Sengupta, Subroto
Brand positioning : strategies for competitive advantage by Subroto Sengupta. - 2nd ed. - New Delhi : Tata McGraw Hill, 2005. - 297 p.
Table of contents:
Chapter 1. The Positioning Concept: Definitions and Illustrations Chapter 2. Positioning: Of What Stuff Is It Made?
Chapter 3. Positioning is Rooted in Product Features-Or is it?
Chapter 4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage
Chapter 5. Symbols by Which We Live and Buy
Chapter 6. Positioning Successes - Case Studies
Chapter 7. A Fresh Look at Advertising Objectives
Chapter 8. Positioning Through Celebrity Endorsement
Chapter 9. Celebrity Endorsement
Chapter 10. Stretch Your Brand - But Watch Its Limits
Appendix
Index
9780070581593
Marketing.
658.827 / SEN/BRA
Brand positioning : strategies for competitive advantage by Subroto Sengupta. - 2nd ed. - New Delhi : Tata McGraw Hill, 2005. - 297 p.
Table of contents:
Chapter 1. The Positioning Concept: Definitions and Illustrations Chapter 2. Positioning: Of What Stuff Is It Made?
Chapter 3. Positioning is Rooted in Product Features-Or is it?
Chapter 4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage
Chapter 5. Symbols by Which We Live and Buy
Chapter 6. Positioning Successes - Case Studies
Chapter 7. A Fresh Look at Advertising Objectives
Chapter 8. Positioning Through Celebrity Endorsement
Chapter 9. Celebrity Endorsement
Chapter 10. Stretch Your Brand - But Watch Its Limits
Appendix
Index
9780070581593
Marketing.
658.827 / SEN/BRA