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This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcrowded global market. It explores the concepts and principles involved in developing sound positioning strategy and discusses practical applications,as well as how to:
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Subroto Sengupta has more than 30 years of experience in developing advertising campaigns for consumer and industrial brands. He is a graduate of the Advanced Management Program of the Harvard Business School and is a marketing communications consultant.
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Book Description Softcover. Condition: New. 2nd edition. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN same with similar contents as US editions. Standard delivery takes 5-9 business days by USPS/DHL with tracking number. Choose expedited shipping for superfast delivery 3-5 business days by UPS/DHL/FEDEX. We also ship to PO Box addresses but by Standard delivery and shipping charges will be extra. International Edition Textbooks may bear a label -Not for sale in the U.S. or Canada- etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. In case of orders from Europe, custom charges may comply by the relevant government authority and we are not liable for it. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Seller Inventory # AB1433326
Book Description McGraw Hill Education Pvt. Ltd. N.A. Condition: New. International Edition. Seller Inventory # 323248
Book Description Tata McGraw-Hill Education Pvt. Ltd., 2005. Softcover. Condition: New. 2nd edition. # How do you give your brand a competitive edge in a `me-too? situation? # How do you differentiate your brand and give it a distinctive identity? How, in short, do you secure competitive advantage for your brand? Especially in a `mine-too? situation. The author answers all these questions and more, by discussing the concepts and principles involved in developing sound positioning strategy. He brings into focus its practice and applications with cases and examples from the Indian market. A large number of packaged goods, as well as some widely used durables such as two-wheelers, TV sets, etc. have been analysed. The second edition has new chapters on positioning of services and celebrity endorsements. Also new cases and examples have been included. With this coverage, the book will help markets and advertisers create sound positioning strategies for their brands. Table of contents 1. The Positioning Concept: Definitions and Illustrations 2. Positioning: Of What Stuff Is It Made? 3. Positioning is Rooted in Product Features?Or is it? 4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage 5. Symbols by Which We Live and Buy 6. Positioning Successes ? Case Studies 7. A Fresh Look at Advertising Objectives 8. Positioning Through Celebrity Endorsement 9. Celebrity Endorsement 10. Stretch Your Brand ? But Watch Its Limits Printed Pages: 316. Seller Inventory # 24101
Book Description Tata McGraw-Hill Publishing Company, 2005. Condition: New. book. Seller Inventory # M0070581592
Book Description McGraw-Hill Professional, 2004. Paperback. Condition: New. Brand Positioning: Strategies for Competitive Advantage Brand new item sourced directly from publisher. Packed securely in tight packaging to ensure no damage. Shipped from warehouse on same/next day basis. Seller Inventory # 1111-9780070581593