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Cases on branding strategies and product development : successes and pitfalls / Sarmistha Sarma, Institute of Innovation in Technology and Management, Guru, Gobind Singh Indraprashtha University, India, Sukhvinder Singh, Institute of Innovation in Technology and Management, Guru, Gobind Singh Indraprashtha University, India. - Hershey, PA : Business Science Reference, An Imprint of IGI Global, [2015]. - liii, 417 pages ; 27 cm. - A volume in the advances in marketing, customer relationship management, and E-Services (AMCRMES) book series .

"Premier Reference Source"--Cover.

Includes bibliographical references (pages 391-407) and index.

"This book is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands"--

ISBN: 9781466673939 (hardcover)

LCCN: 2014040322

Subjects--Topical Terms:
Product management--Case studies.
Brand name products--Case studies.
Branding (Marketing)--Case studies.
Brand choice--Case studies.

LC Class. No.: HF 5415.15 / .C268 2015