Every firm faces stiff competition from its rival business partners. To remain competitive in today's fast paced world, it is important to manage the art and science of brand management efficiently. The objective of this book is to offer a detailed, effective and comprehensive knowledge regarding the intricacies of brand management. A successful brand needs to stand out and create a strong image to remain competitive and successful in the market.
KEY FEATURES
• Syllabus based on UGCF 2022 NEP 2020
• Interesting facts to inspire students' curiosity
• Real-life case studies for easy grasping of the subject
• Captivating ads and easy to remember flow charts
• Written in simple language
• Chapter-end summary for quick recapitulation
• Review questions for practice
• Teaching aids available on https://www.phindia.com/brand_management_by_mathur_and_arora
TARGET AUDIENCE
The book on Brand Management covers the syllabus under UGCF 2022 based on NEP 2020.
• B.Com (Hons.)
• B.A. Prog. with Commerce
• BBA / MBA
VIBHA MATHUR, Ph.D. (from Delhi School of Economics), is a Professor in the Department of Commerce, Jesus and Mary College, University of Delhi. She was nominated as a visitor under EUVP Programme to visit European Commission and Parliament in 2001. In 2005, she was invited as a guest at the University of Victoria, Melbourne, Australia.
She has successfully completed two post-doctoral research projects approved by the University Grants Commission (UGC) in the years 2005 and 2009, respectively. Also, she has completed an innovative project approved by University of Delhi in 2014. She has several publications to her credit including books and articles in various national and international journals on international business and India's economic problems and policies. She was the Head of Academic Committee and Member, Organizing Committee in the International Conference on 'Social Media Marketing– Opportunities and Challenges' in 2019 at Jesus and Mary College. Prof. Mathur had organised an International Conference in 2023 titled “Social Determinants of Health Inequality & Health Inequity: Impact of COVID–19; Strategies for the future”. Currently, she is also guiding a Ph.D. student from the Department of Commerce, Delhi School of Economics in the area of International Business. She has authored a book on Digital Marketing, published by PHI Learning.
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SALONI ARORA is an Assistant Professor in the Department of Commerce, Jesus and Mary College, University of Delhi. An alumna of University of Delhi, she has qualified Companies Secretary Professional Programmes, conducted by the Institute of Company Secretaries of India (ICSI). She has several publications to her credit and has presented papers in national and international conferences. She has also co-authored books on Digital Marketing and Investing in Stock Markets.
