Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Aug09-Article4-Chhoti Car,Badhe Sapne (Small Car,Big Dreams):Building Brands and Launching of a New Product
- Price : 80.00
- Published on August 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The brand not only enables a business to focus its efforts around all the needs of the customer (functional, psychological and social), but it also provides the language, which articulates that relationship. It is the definable social area in which customer activity moulds with the communication and marketing mixes developed by the marketer. A brand is therefore a “statement of psychological relationship and dependency between a customer and a marketerâ€. Marketing communications is a systematic relationship between a business and its market in which the marketer assembles a wide variety of ideas, designs, messages, media, events, shapes, forms and colors, both to communicate his ideas to, and to stimulate a particular perception of products and services amongst the target market. The result of this process of assembling is referred to by marketers as the communications mix. To assemble this mix, the marketer uses a number of marketing communications tools such as: direct marketing, advertising, sales promotions, public relations, point of purchase collateral, events and marketing design like logos, stationery etc.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.