MARC details
| 000 -LEADER |
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| fixed length control field |
06430nam a2200349 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
7118 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
BD-DhEWU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20160324020002.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
130505s2007 ii a g b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
8131700976 |
|
|---|
| International Standard Book Number |
9788131700976 |
| 025 ## - OVERSEAS ACQUISITION NUMBER |
|---|
| Overseas acquisition number |
I-E-2006-453336; 80-90 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCLC) 77272328 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
BD-DhEWU |
| Language of cataloging |
eng |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
eng |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HD69.B7 |
| Item number |
R356 2007 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
KUM 2007 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ramesh Kumar, S. |
| 9 (RLIN) |
1758 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing and branding : |
| Remainder of title |
the Indian scenario / |
| Statement of responsibility, etc |
S. Ramesh Kumar. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New Delhi : |
| Name of publisher, distributor, etc |
Dorling Kindersley (India), |
| Date of publication, distribution, etc |
2007. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 482 p. : |
| Other physical details |
ill. (some col.) ; |
| Dimensions |
24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. [465]-479) and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Title |
TOC |
| Formatted contents note |
Contents<br/>Why Concepts are Important in the Indian Context?<br/>Importance of Cultural Dimensions<br/>Importance of Timing<br/><br/>1: Application Of Product and Brand Related Strategies<br/>Product<br/>Product Levels as the Product Concept<br/>Brand<br/>Unique Selling Proposition<br/><br/>Product Management<br/>Product Concept<br/>Concept Testing<br/>Market Testing<br/>Product and STP<br/><br/>Reverse Engineering<br/>Quality Function Deployment<br/>Product-Line<br/>Brand Associations<br/>Brand Extension<br/><br/>Brand Loyalty<br/>Brand Positioning<br/>Brand Repositioning<br/>Managing Brand Power Over Time<br/>Brand Life Cycle<br/><br/>Brand Feelings<br/>Brand Resonance<br/>Brand Experience<br/>Brand Aesthetics<br/>Brand Awareness and Brands<br/><br/>Brand Elements<br/>Brand Positioning—The Pitfalls<br/>2: Dimensions of Distribution and Retailing<br/>Distribution and Retailing<br/>Importance of Value Chain<br/>Supply Chain and Strategies<br/>Factors to be Considered Before Selecting Distribution Channels<br/>Distribution Conflict<br/>Retailing Strategies—Types of Stores<br/>Category Management<br/>Retail Planning<br/>Retail Display/Signages<br/>Retailer as a Brand<br/>Store Brands<br/>Direct Marketing<br/>Retailing and Point of Purchase<br/>Retail Equity<br/>Retail Loyalty<br/>Retail Service<br/>Retail Service and Speciality Products<br/>Retail Service and Durable Product Categories<br/>The Credibility Factor<br/>Retailing and Consumer Behaviour<br/>Retail Outlet Selection and Brand Selection<br/>Consumer Decision-Making and Retailing<br/>Retail Image;—Basics<br/>Dimensions of Retail Image<br/>Developing Store Brands—Additional Points<br/>Advertising and Retail Outlets<br/>Retail Outlets—Location and Size Consideration<br/>Perceived Risks and Retaii Outlet Choice<br/>Consumer Shopping Types<br/>Retail Outlets and ‘In-Store’ Purchases<br/>Retail Outlet Strategy Formulation<br/>Importance of Avoiding Stock-Outs<br/>The Death Spiral—An Important Aspect of Managing Merchandise<br/>Internet Shopping—Indian Context<br/>Internet Shopping and Consumers<br/>Prerequisites for E-Tailing<br/>Online Retailing—Segments to Customization<br/>Online Marketing and Customizing Services<br/>Online Marketing and Product Customization<br/>Online Shopping and Product Categories<br/>Online Shopping and Price Sensitivity<br/>Online Shopping and Building Consumer Loyalty<br/>Online Marketing and Concept of Customer Relationship Management<br/>Online Marketing and Five-Dimensional Branding<br/>Off-Line Brand Equity to Online Brand Equity<br/>Synergising Online and Off-Line Strategies<br/>A Framework for Synergising Online and Off-Line Strategies<br/>Virtual Supermarkets<br/>3: Dimensions of Pricing<br/>Pricing and Value<br/>Marketing Orientation and Pricing<br/>Quality-Price Association<br/>Pricing In a Changing Environment<br/>Pricing and Marketing Mix Elements<br/>Skimming as a Pricing Strategy<br/>Applying Penetration Pricing and Perceived Value Pricing in a Specific Context<br/>Target Costing<br/>Price Bundling<br/>Customer's Perception of Value<br/>The Concept of Value Subtraction<br/>Price Sensitivity<br/>Cost to Serve Consumers<br/>Pricing of Services<br/>Analysing Services<br/>Costs of Customization<br/>Brand Equity and Pricing Decisions<br/>Mass Market Pricing Strategies<br/>Customer Relationships and Pricing Challenges<br/>4: Psychological Dimensions in Marketing and Implications for Marketing Strategies<br/>Behavioural Dimensions of Marketing<br/>The Concept of Perception<br/>Branding Commodities—A Behavioural Approach<br/>Consumer Decision-Making Process and Marketing Strategies<br/>Reference Group and their Implications<br/>Brands and Online Positioning<br/>5: Role of Promotion, Marketing Communication and Marketing Mix Elements in Brand Building<br/>Understanding Marketing Communication and Promotion<br/>Psyche of Consumers<br/>The Psychological and Sociological Interface—‘The Four Forces’<br/>Changing Environment and Brands—Implications for Communication and Promotional Strategies<br/>Synergizing Marketing Communication<br/>Concept Selling and Marketing Communication<br/>Creating Differentiation and Marketing Communication<br/>Symbolic Branding<br/>Directness and Subtlety in Advertising Appeals<br/>Subtleties and Celebrities<br/>Embedding Subtleties in the Cultural Context<br/>Urban Time Poverty and Marketing Communication<br/>Media Planning Strategies<br/>Managing the Promotional Process (The Basics)<br/>Symbolic Promotional Plans<br/>Direct Marketing<br/>The Challenges<br/>The Power of Brand Imagery<br/>Critical Aspects of Brand Repositioning<br/>Branding Strategies in a Changing Marketing Environment—The Indian Context<br/>Mass Markets and Brand Building—Examples<br/>Power of Contrast in the Marketing<br/>Discernment of Contrasts by Consumers<br/>Capturing Consumers' Emotional Contrasts<br/>Communicating Contrasts through Experiential Aspects<br/>Brand Loyalty—Myth or Reality<br/>Brand Perception and Brand Strategies<br/>References<br/>Index |
| Uniform Resource Identifier |
http://my.safaribooksonline.com/book/sales-and-marketing/9788131700976 |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Formulating the proposition of this book was as challenging as writing its contents. On one hand, there is an explosion of literature in the west with state-of-the-art concepts. On the other hand, there is very little conceptual awareness in the Indian context, with several marketing executives having little exposure to marketing. Besides, there are several thousands of students in several universities who are engaged in management education who may find it difficult to relate to foreign textbooks, both in terms of the content and context. Thus, there is a vital need for a marketing book that can be used both by executives and students as a reference book. |
| 526 ## - STUDY PROGRAM INFORMATION NOTE |
|---|
| Program name |
BA |
| 590 ## - LOCAL NOTE (RLIN) |
|---|
| Local note |
Tahur Ahmed |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| Geographic subdivision |
India. |
| 9 (RLIN) |
1759 |
| Source of heading or term |
SLSH |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Safari books online |
| Uniform Resource Identifier |
http://my.safaribooksonline.com/book/sales-and-marketing/9788131700976 |
|
|---|
| Materials specified |
WorldCat details |
| Uniform Resource Identifier |
http://www.worldcat.org/title/marketing-and-branding-the-indian-scenario/oclc/77272328&referer=brief_results |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Text |
| Koha issues (borrowed), all copies |
3 |