Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-June08-article4-Co-Branding - An Innovative Strategy in Management
- Price : 80.00
- Published on June 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Liberalization in India has brought changes in technology, quality, service work culture and undoubtedly fierce competition. As Kotler, Philip says, “Companies should think about the millennium as a golden opportunity to gain mind share and heart share”. It should be noted that these mind shares highlighted by Kotler are nothing but carving out brands in the customers mind. Marketers to capture share of mind and share of heart adopt innovative tools and techniques. Brands with varying dimensions of attributes, benefits, values, culture, personality and users have the real power to generate wealth. Brands, which are storing in these dimensions command respectable position in terms of sales, reputation, image etc, in the market.
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.