TY  - BOOK
AU  - Sengupta, Subroto
TI  - Brand positioning : : strategies for competitive advantage 
SN  - 9780070581593
U1  - 658.827 
PY  - 2005///
CY  - New Delhi
PB  - Tata McGraw Hill
KW  - Marketing
N1  - 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
ER  -