Advertising, Information Technology and International Business. She. The book has been documented in an authentic manner for graduate has been associated ...
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Advertising and Brand Management Amita Charan Rekha Dahiya
978-93-8546-289-4 450pp (Hb) About the Book The book has been documented in an authentic manner for graduate students of commerce and business management. The book has been written in very simple language for easier understanding. The text examines various aspects of promotion, advertising and branding as an abandon area of Integrated Marketing Communication. Text has been supported with cases and examples so that students may relate to the concept easily. Almost each chapter has been supplemented with the one case study and relevant exercises so that it might become easy for the students to appreciate the practical application of the subject matter. Contents 1. Introduction to Advertising 2. Advertising Objectives, Types and Audience Selection 3. Setting Advertising Budget 4. Message Decisions and Development 5. Media Choice and Decisions 6. Measuring Effectiveness of Advertising 7. Media Organisation and Agency Decision 8. Social, Ethical and Legal Aspects in Advertising 9. Branding Concepts 10. Brand Management and Brand Strategy 11. Creating and Managing Brand Equity About the Authors Dr. Amita Charan is Assistant Professor in the Department of Commerce, Janki Devi Memorial College, University of Delhi. She earned her Doctorate degree in Management after Master’s in Business Administration. In addition she has done L.L.B. and Advanced Diploma in IT. The author has more than 11 years of teaching and research experience in the field of commerce typically in subjects like
Advertising, Information Technology and International Business. She has been associated with Netaji Subhash Institute, Daulat Ram College and Shaheed Sukhdev College in the beginning of her teaching career. She is a member in National Level Research Projects initiated by Indian Government and actively involved in empirical research. She has contributed chapters on various topics such as Integrated Marketing Communications, E-marketing, Cyber Laws, and Internet Security. She authored three text books on the topics of Marketing and International Business for graduate students. She has presented twelve research papers in National and International Conferences out of which twelve are published in the National and International Journals. Ms. Rekha Dahiya is Assistant Professor with Banarsidas Chandiwala Institute of Professional Studies, Dwarka affiliated to IP University, Delhi. Ms. Dahiya earned her MBA degree in Marketing from MDU. She is also UGC NET qualified in Management. Ms. Dahiya’s interests are in Marketing Management, Advertising, Brand Management, Digital Marketing, Services marketing and Business Research. Earlier she has been associated with institutes like JIMS, DCE and NIMS. She has 2 books and 13 international papers to her credit. Currently she is pursuing PhD in Marketing Management.
