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Brand Extensions in Indian Context

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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Rs. 5,066

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  • Product Description
 

Marketers have recognized that strong brands can be leveraged through brand extensions. There is reliance on brand extensions while launching new products. The book covers consumer evaluation of brand extension in hypothetical categories in an Indian context. In addition, Employee's perception, distributor study, retailer study and experimental study is part of the book. The book intends to offer very interesting insights to marketing students. The success evaluations of Lux is compared with that of Nirma in deodarant category; Amul is compared with Maggi in Potato Chips category, LIC is comapared with Reliance in banking categort Bajaj in car and Tata in bikes category. Although this appears hypothetical extensions, many of the extensions have become reality and will become reality in future. The study also captures the evaluation of India Post in Banking category.

Product Specifications
SKU :COC15098
AuthorDhananjay Bapat
LanguageEnglish
BindingPaperback
Number of Pages192
Publishing Year2012-04-07T00:00:00.000
ISBN978-3848429837
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-27 00:00:00