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Brands As Engines For Profit: Universal Guidelines on how to Drive Growth

	Brands As Engines For Profit: Universal Guidelines On How To Drive Growth by John Philips
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Hands-on and fact-based recommendations for the Indian market
How advertising drives brands
How to launch and establish new brands
The growth and enrichment of brands
Brand management
Measurement tools to monitor brands
A dialogue with Indian marketing and advertising professionals
Analysis of the economic effects of advertising
Glossary/description of important concepts

About the Author
John Philips, Emeritus Professor at Syracuse University, New York, John Philip Jones graduated with Honours BA and MA in Economics from Cambridge University.

Table of Contents
1. First Thoughts on How
Advertising Drives Brands 2. New Brands: How to Launch them and Establish them in the Market
3. A Brand as a Totality
4. The Growth and Enrichment of Brands
5. Where do Advertising Ideas Come From?
6. Brand Management
7. Measurement Tools to Plan and Monitor Brands
8. A Dialogue with Indian Marketing and Advertising Practitioners
9. Six Articles on Topical
Aspects of Marketing in India
Appendix A. The Economic Effects of Advertising
Appendix B. A Glossary of Important Advertising Term isbn 9781259005893