Brand management 101 : (Record no. 23194)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 04015cam a22003014a 4500 |
| 001 - CONTROL NUMBER | |
| control field | vtls000001367 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | VRT |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250102224906.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 081029s2007 si | 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2008-471510 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780470822296 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0470822295 (pbk.) |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] | |
| Level of rules in bibliographic description | 201402040054 |
| Level of effort used to assign nonsubject heading access points | VLOAD |
| Level of effort used to assign subject headings | 201010091025 |
| Level of effort used to assign classification | malmash |
| -- | 200810290908 |
| -- | alawaid |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HD69.B7 |
| Item number | D53 2007 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Dhar, Mainak. |
| 9 (RLIN) | 49115 |
| 245 10 - TITLE STATEMENT | |
| Title | Brand management 101 : |
| Remainder of title | 101 lessons from real-world marketing / |
| Statement of responsibility, etc. | Mainak Dhar. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Singapore : |
| Name of publisher, distributor, etc. | Wiley (Asia), |
| Date of publication, distribution, etc. | 2007. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | vii, 215 p. ; |
| Dimensions | 23 cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | ACKNOWLEDGMENTS. INTRODUCTION. POSITIONING. 1. Building a better mousetrap. Creating new ideas and concepts. 2. Breaching the defenses. Sourcing market share from an existing player. 3. Enemy at the gates. Defending against competitive attack. 4. There are no limits to growth. Growing a high market share brand. 5. Empire-building. The mega-branding challenge. 6. Miracles do happen. Turning around a declining brand. 7. A brand new you. Reinventing and relaunching an existing brand. 8. When two's a crowd. Managing a portfolio of brands. PROMOTION. 9. What starts well ends well. The importance of a good brief. 10. What if you were dating your viewer? How to develop great TV advertising. 11. Testing, testing, 1, 2, 3. Using advertising testing smartly. 12. Radio gaga. Developing radio advertising. 13. Sex appeal sells, but what? Using celebrity advertising smartly. 14. Getting down and dirty. The risky business of competitive advertising. 15. Surround and conquer. Using multiple media to win with the consumer. PRICING. 16. The price is right. The art of setting pricing. 17. You're going down! The tricky business of pricing down. 18. But they started it! The even trickier business of dealing with. price competitors. 19. There's no such thing as a free lunch. Pricing up. PRODUCT. 20. But I flunked science! A marketer's role in product design. 21. Cooking 101. Making a product launch a reality. 22. Another P of marketing. Pace-setting the right rhythm of news. 23. Perception is reality. The power of marketing vs. product innovation. 24. Yet another P of marketing. Planning. PLACE. 25. Shopping is like speed dating. The critical role of packaging. 26. Size does matter. The role that big cusomers play today. 27. The fi nal frontier. Winning in small stores and developing markets. 28. A |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Many years ago, I developed a fascination for martial arts. I started reading books that promised to teach self defense and soon I was practicing he steps at home. A few months later, I joined karate classes, and whey my sensei started teaching theory to the class, I thought I already knew it all. And then I had my first sparring bout. All the theory I had learned, all the practice I had done at home, all the things I thought I knew about karate dissipated in one single moment. That was when I tasted my own blood. That was my first experience of how theory sometimes leaves you unprepared for the real world. Marketing is no different. It includes useful guidelines for brand builders in the form of 101 lessons from a field test pro. 'Easy to read. Anyone working with brands can't help but find tips they can use.' - David Aaker, Vice Chairman, Prophet Brand Strategy, Author, Brand Leadership and Building strong Brands. 'Never have lessons been so pleasant and easy to understand. After finishing Mainak Dhar's 101 lessons you'll be ready for any marketing exercise. This author has had hands on experience and it shows clearly over these pages. Pay attention in this teacher's class!' - Allein Moore, Editor, AdAsia. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Brand name products. |
| 9 (RLIN) | 37115 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| General subdivision | Management. |
| 9 (RLIN) | 2888 |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 2 |
| e | ncip |
| f | 20 |
| g | y-gencatlg |
| 925 0# - | |
| -- | acquire |
| -- | 1 shelf copy |
| -- | policy default |
| 955 ## - COPY-LEVEL INFORMATION (RLIN) | |
| -- | ys17 2008-09-30 to Dewey |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Suppress in OPAC | No |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Library | Library | First Floor | 21/12/2024 | HD69.B7 D53 2007 | 11220 | 21/12/2024 | 1 | 21/12/2024 | Books |