Table of contents for An introduction to branding and marketing communication management / edited by Kojo Yankah ... [et al.].


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SEGMENT 1
THE FUNDAMENTALS
1.1. Communication                                  3
Rupak Ghosh
1.2. Basics of Writing                             10
Rupak Ghosh
1.3. Effective Speechwriting and Deliver           18
Rupak Ghosh
1.4. Advertising Basics                            24
Rupak Ghosh
1.5. Ad Agencies and Brands                        38
Rupak Ghosh
1.6. Integrated Marketing Communications and
Integrated Brand Promotions                    46
Rupak Ghosh
1.7. Understanding Media                           54
Rupak Ghosh
1.8. Client Agency Relationship and Research       62
Rupak Ghosh
1.9. Visual Communication                          68
Sudeepta Pal
1.10. Creativity in Communication                   73
Sudeepta Pal
1.11. Visual Impact: Basics of Photography          78
Rupak Ghosh
1.12. Introduction to Public Relations              86
Rupak Ghosh
1.13. Event Management                              93
Sneha Walke
1.14. Basics of Direct Marketing                   101
Rupak Ghosh
1.15. Internet Marketing                           111
Rupak Ghosh
1.16. Buzz Marketing                               118
Rupak Ghosh
1.17. Customer Relationship Management             126
Rupak Ghosh
1.18. Impression Management and
Organisational Communication                   134
Rupak Ghosh
1.19. Corporate Social Responsibility              141
Rupak Ghosh
1.20. Brand Architecture                           149
RupakGhosh
1.21. Value Co-creation                            157
Rupak Ghosh                        /
1.22. Convergence in Media                         164
Prof. Ujjwal K. Chowdhury & Bhavin Seth
1.23. Cross-consolidation of Media                 182
Advait Ubhayakar
1.24. Product, Pricing, Place and Communication Synergy  189
ProfMadhupa Bakshi
SEGMENT 2
EXPERTSPEAK
2.1. Brand Building Mantras in Today's Economy    203
Chiranjit Chaliha
2.2. Indian Textile Industry: Spinning a New Yam  205
Shankar Si#h Vaghela
2.3. Branding Northeastern India: The Road to Take  207
Dr. Kamal Taori
2.4. Seize the Day - The Role of Opportunities in
Brand Building                                209
Rajeev Karwal
2.5. Secrets of a Powerful Brand                  212
Navroze Dhondy
2.6. The Role of Advertising in Building Brands    216
Alan D'Souza
2.7. Buzz Marketing as a Tool for Brand Building   220
Jyoti Kumar Sharma
2.8. Healthcare, Humanity and a Hospital: A Case
Study of Guwahati Neurological Research Centre  223
Dr. N.C. Borah
2.9. Creating Brands for Rural India               226
Harish Bijoor
2.10. The Era of Brandvertising                    231
Alyque Padamsee
2.11. Importance of Branding for Technology Products  237
Govind Pandey
2.12. Brand India:A Vision for the Year 2020       242
Prof. Ujjwal K. Chowdhury
2.13. Brand India:Some Thoughts....                249
ProfMrityunjoy Chatterjee
SEGMENT 3
AFRICA
3.1. Bank Marketing in Ghana                     259
Robert Hinson, Patrick Aryitey, Dan Ofori
3.2. Rebranding Ghana in the 21st Century      . 277
George Ferguson Laing
3.3. Oware and the Art of Business Strategy      289
Hilary Richard Sam
SEGMENT 4
CASE STUDIES
4.1. Harnessing Nature: The Next Big Opportunity  297
C.S. Jadhav
4.2. Going Green: Opportunities Within Mother Nature  300
Manoj Goswami
4.3. Getting a Toe-Hold in the Marketplace       304
Madhura Chatrapathy
4.4. Case Study of a Technology Brand:
AIRTEL (Mobile Services)                     311
Rupak Ghosh
4.5. Case Study of an FMCG Brand - LUX           317
Rupak Ghosh
4.6. Case study of a Tourism/Destination- Kerala  324
Advait Ubhayakar
4.7. Religious Events as Tools of Communication:
A Case Study of Kumbha Mela at Allahabad     331
Arindam Roy
SEGMENT 5
GLOSSARY
Common Advertising, Branding and Marketing
Communication Management Terms              339



Library of Congress subject headings for this publication: Branding (Marketing)Communication in marketing, Branding (Marketing) India, Communication in marketing India