A requiem for a brand : targeting the new-age consumer /
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| Author / Creator: | Chanda, Pradip. |
|---|---|
| Imprint: | New Delhi : Roli Books, 2010. |
| Description: | xii, 138 p. ; 23 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/8263309 |
Table of Contents:
- Foreword
- Preface
- What Porter Didn't Have to Teach
- The Brand Build-up
- Valuing a Brand
- Measuring Brand Equity
- Emergence of the Knowledge Consumer
- Profile of the Knowledge Consumer
- Globalization of the Knowledge Consumer
- A Peek into the Minds of Knowledge Consumers
- The Trade Learns First
- Manufacturers Wake Up
- An Icon Under Pressure
- Building an Icon
- Creating a Winning Brand
- Strategies for the New Millennium
- Re-inventing Walmart
- The De-Beers Makeover
- The Audacity of Hope
- Acknowledgements
- Index