Quick Search

Seller Id
Advanced Search
Gift Cards
Checkout a Gift Card

Our secure web pages are hosted by Chrislands Inc, who use a Thawte SSL Certificate to ensure secure transmission of your information.
Fully Trusted SSL Certificate

Ivan Arthur And Kurien Mathews Listings

If you cannot find what you want on this page, then please use our search feature to search all our listings.

Click on Title to view full description

1 Ivan Arthur and Kurien Mathews
Brands Under Fire
Penguin Portfolio; New Delhi, India; 2008; 0670082260 / 9780670082261; First Edition; Paperback; New; 
Big brands, big companies, big budgets—and yet, things can still go wrong. In fact, four of the country’s most powerful brands were involved in major brand disasters: Cadbury’s Dairy Milk Chocolates, Coca-Cola and Pepsi, and UTI’s Unit-64 were hit by major problems—worms in chocolates, pesticides in colas and a catastrophe in the country’s favorite mutual fund. In Brands under Fire, brand experts Ivan Arthur and Kurien Mathews use these case studies to cut through the common thinking on brand behaviour to submit fresh insights into the brands of the 21st century. In this book, the two authors, together with India’s most respected personalities from the fields of marketing, communication, academics and social science, explore the whole meaning of a brand, not just in the reality of today’s marketplace but also in the new global environment. Are we witnessing the fading out of the traditional concepts of the brand as a deliverer of consumer expectations and the arrival of alternative models? What impact does the reach of new media, aggressive social activism, changing global sensitivities, agricultural, industrial and economic practice, the unpredictability and uncertainty of an increasingly complex environment, and, above all, a fully participating consumer who influences the product and brand dynamics, have on brand behaviour and a brand’s dialogue with the consumer? Brands under Fire questions whether there is a need to re-evaluate our relationship with brands and redesign it to make it more meaningful—to go beyond the traditional concept of the brand as merely a transaction between seller and buyer to new definitions of what today’s brands can be. Brands under Fire will earn a place on the bookshelves of frontline managers, strategists and practitioners alike. Printed Pages: 232. 026722

Price: 12.50 USD
Add to Shopping Cart


Questions, comments, or suggestions
Please write to info@mrmlonline.com
Copyright©2016. All Rights Reserved.
Powered by ChrisLands.com