3 Review(s)

This book offers a conceptual insight into the vital linkages betweenconcepts and strategies which revolve around brands and marketing concepts inthe backdrop of Indian Marketing reality. The contemporary and topical issueshave been dealt comprehensively and in a practical manner, thereby bridging thegap between academic concepts and marketing practice. The theory is blended withapt real-life case studies that would enable the reader to get an integratedview of how brands could make use of marketing concepts to formulate strategies.