Sengupta, Subroto <br/><br/>
Brand positioning :   strategies for competitive advantage  
by Subroto Sengupta. 
 - 2nd ed. 
 - New Delhi :  Tata McGraw Hill,  2005. 
 - 297 p. 
<br/><br/> Table of contents:<br/>Chapter 1. The Positioning Concept: Definitions and Illustrations Chapter 2. Positioning: Of What Stuff Is It Made? <br/>Chapter 3. Positioning is Rooted in Product Features-Or is it? <br/>Chapter 4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage <br/>Chapter 5. Symbols by Which We Live and Buy <br/>Chapter 6. Positioning Successes - Case Studies <br/>Chapter 7. A Fresh Look at Advertising Objectives <br/>Chapter 8. Positioning Through Celebrity Endorsement <br/>Chapter 9. Celebrity Endorsement <br/>Chapter 10. Stretch Your Brand - But Watch Its Limits<br/>Appendix<br/>Index 
<br/><br/><label>ISBN: </label>9780070581593 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.827  / SEN/BRA