Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-

We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of tho

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d

"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six