Brand Management 101: 101 Lessons from Real-World Marketing

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John Wiley & Sons, May 21, 2007 - Business & Economics - 215 pages
1 Review
Many years ago, I developed a fascination for martial arts. I started reading books that promised to teach self defense and soon I was practicing he steps at home. A few months later, I joined karate classes, and whey my sensei started teaching theory to the class, I thought I already knew it all.

And then I had my first sparring bout. All the theory I had learned, all the practice I had done at home, all the things I thought I knew about karate dissipated in one single moment. That was when I tasted my own blood.

That was my first experience of how theory sometimes leaves you unprepared for the real world. Marketing is no different.

Useful guidelines for brand builders in the form of 101 lessons from a field test pro. Easy to read. Anyone working with brands can't help but find tips they can use. - David Aaker, Vice Chairman, Prophet Brand Strategy, Author, Brand Leadership and Building strong Brands

Never have lessons been so pleasant and easy to understand. After finishing Mainak Dhar's 101 lessons you'll be ready for any marketing exercise. This author has had hands-on experience and it shows clearly over these pages. pay attention in this teacher's class! - Allein Moore, Editor, AdAsia

 

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LibraryThing Review

User Review  - markdeo - LibraryThing

This book has very good ideas, good tips, and great analogies. There's a great section on "Building a Better Mouse Trap", and I strongly agree with Mainak Dhar when he writes that "it is not always ... Read full review

Selected pages

Contents

Section 1
1
Section 2
5
Section 3
7
Section 4
13
Section 5
17
Section 6
23
Section 7
27
Section 8
31
Section 23
107
Section 24
113
Section 25
115
Section 26
119
Section 27
125
Section 28
131
Section 29
137
Section 30
143

Section 9
37
Section 10
43
Section 11
49
Section 12
51
Section 13
55
Section 14
61
Section 15
67
Section 16
73
Section 17
79
Section 18
85
Section 19
91
Section 20
93
Section 21
99
Section 22
103
Section 31
145
Section 32
151
Section 33
157
Section 34
163
Section 35
167
Section 36
169
Section 37
173
Section 38
179
Section 39
183
Section 40
187
Section 41
191
Section 42
197
Section 43
207
Copyright

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About the author (2007)

Mainak Dhar is a graduate of the Indian Institute of Management, Ahmedabad. His career in marketing with a leading multinational has spanned more than 10 years and has taken him from Mumbai to Bangkok and now Singapore.

Over the course of his career, Mainak has worked on campaigns that have won a Bronze Lion at Cannes and EFFIES at the Asian Brand Marketing Effectiveness Awards.

Full time executive by day and writer by night, Mainak has previously written two novels and a book of poetry. You can contact him at mainakdhar@yahoo.com.sg.

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