An Introduction to Branding and Marketing Communication Management

Contents: I. The fundamentals: 1. Communication/Rupak Ghosh. 2. Basics of writing/Rupak Ghosh. 3. Effective speechwriting and deliver/Rupak Ghosh. 4. Advertising basics/Rupak Ghosh. 5. Ad agencies and brands/Rupak Ghosh. 6. Integrated marketing communications and integrated brand promotions/Rupak Ghosh. 7. Understanding media/Rupak Ghosh. 8. Client agency relationship and research/Rupak Ghosh. 9. Visual communication/Sudeepta Pal. 10. Creativity in communication/Sudeepta Pal. 11. Visual impact: basics of photography/Rupak Ghosh. 12. Introduction to public relations/Rupak Ghosh. 13. Event management/Sneha Walke. 14. Basics of direct marketing/Rupak Ghosh. 15. Internet marketing/Rupak Ghosh. 16. Buzz marketing/Rupak Ghosh. 17. Customer relationship management/Rupak Ghosh. 18. Impression management and organisational communication/Rupak Ghosh. 19. Corporate social responsibility/Rupak Ghosh. 20. Brand architecture/Rupak Ghosh. 21. Value co-creation/Rupak Ghosh. 22. Convergence in media/Ujjwal K. Chowdhury and Bhavin Seth. 23. Cross-consolidation of media/Advait Ubhayakar. 24. Product, pricing, place and communication synergy/Madhupa Bakshi. II. Expertspeak: 1. Brand building Mantras in Today's Economy/Chiranjit Chaliha. 2. Indian textile industry: spinning a new yarn/Shankar Sinh Vaghela. 3. Branding Northeastern India: the road to take/Kamal Taori. 4. Seize the day--the role of opportunities in brand building/Rajeev Karwal. 5. Secrets of a powerful brand/Navroze Dhondy. 6. The role of advertising in building brands/Alan D'souza. 7. Buzz marketing as a tool for brand building/Jyoti Kumar Sharma. 8. Healthcare, humanity and a hospital: a case study of Guwahati Neurological Research Centre/N.C. Borah. 9. Creating brands for rural India/Harish Bijoor. 10. The era of Brandvertising/Alyque Padamsee. 11. Importance of branding for technology products/Govind Pandey. 12. Brand India: a vision for the year 2020/Ujjwal K. Chowdhury. 13. Brand India: some thoughts../Mrityunjoy Chatterjee. III. Africa: 1. Bank marketing in Ghana/Robert Hinson, Patrick Aryitey and Dan Ofori. 2. Rebranding Ghana in the twenty-first century/George Ferguson Laing. 3. Oware and the art of business strategy/Hilary Richard Sam. IV. Case studies: 1. Harnessing nature: the next big opportunity/C.S. Jadhav. 2. Going green: opportunities within mother nature/Manoj Goswami. 3. Getting a Toe-Hod in the market place/Madhura Chatrapathy. 4. Case study of a technology brand: AIRTEL (Mobile Services)/Rupak Ghosh. 5. Case study of an FMCG Brand -- LUX/Rupak Ghosh. 6. Case study of a tourism/destination-Kerala/Advait Ubhayakar. 7. Religious events as tools of communication: a case study of Kumbha Mela at Allahabad/Arindam Roy. V. Glossary: 1. Common advertising, branding and marketing communication management terms. Index. 

"Did you ever wonder if you could come across a book that introduces you to all aspects of branding and marketing communications? The vehicles of communication, the types of the branding, the various concepts related to brand communication, on ways and means of creating and sustaining a brand, and the like?

And, all packaged in a simple reader - friendly beginner's language? Well, then, this book is the answer to your search. It refreshingly brings you the fundamentals of the subject, the expert's voices from those who have seen and done it all, and a good number of cases from diverse product and service categories.

Also, a few of our friends from Africa have happily contributed to this volume and that has added colour and variety to the subject. So, Welcome! Begin the journey. The book is expected to prepare you for deeper and larger volumes on each aspect of branding and make you crave for more. Don't tell us later that we did not warn you enough!" (jacket)