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Advertising and Brand Building : Principles and Case Studies
By K. Pongiannan

First Published : 2012
ISBN : 9788177083156
Pages : 208
Binding : Hardbound
Size : 5 x 9
Price : US$ 38

In the modern world, advertising remains the most influential element for the promotion of a product/service. Advertising has become the most crucial and important part of marketing strategies. Attracting and retaining consumers is a challenging task in the present day competitive world.

Advertising has got a different dimension after the integration of world economies in recent years. Consumers are exposed to thousands of commercial messages every day. These messages appear in the form of outdoor advertisements, newspaper insertions, TV commercials, discount coupons, sale contests, door-to-door publicity, event sponsorships, telemarketing calls, e-mails, and so on. They are just a few of the many communication tools that marketers use to initiate and maintain contacts with their existing and prospective customers.

Marketers around the world spend billions of dollars every year in pursuit of building strong brands. However, in a marketing environment marked by media fragmentation, changing technology, and demanding customers, companies must pay particular attention to how their brands are prone to shortened lifecycles.

This book contains 14 well-researched papers on different aspects of advertising and brand building. Authored by scholars in the field, they provide deep insights into the requirements of successful marketing in the present day competitive world.


1. Importance of Sensory Branding in Marketing – K. Sadasivan and S. Rakhana.

2. Importance of Brand Equity – Sunildro L.S. Akoijam.

3. Role of Brand Equity and Brand Preference – S. Radhika.

4. Hoarding Advertisements in Nepal – Arhan Sthapit.

5. Celebrity Advertising – Meenal Dhotre.

6. Television Advertising: A Case Study – M. Dhanabhakyam and Anita Jayakar Pai.

7. Customer Satisfaction: A Case Study – B. Vijayachandran Pillai and B. Johnson.

8. Consumer Behaviour: A Case Study – A. Jesu Kulandairaj.

9. Service Quality and Customer Satisfaction – Pinni Vasantha Lakshmi.

10. Customer Relationship using E-CRM Technology – K. Aswathanarayana.

11. Customer Relationship Management (CRM) in Manufacturing Industry – Chetan Mohan and Rajni Lamba.

12. E-Customer Relationship Management (E-CRM) in Small and Medium Enterprises – Bipul Banerjee.

13. Integrated Marketing Communications (IMC): A Case Study – Sandhya Rajasekhar and Deepa Makesh.

14. Success Saga of Branding: An Analysis – G. Ramakrishna, M.S. Narasimham, K. Umashankar and K. Venu Gopal Rao.



Dr. K. Pongiannan is presently Assistant Professor, Post-graduate and Research Department of Commerce, Government Arts College, Dharmapuri, Tamil Nadu. With expertise in the field of marketing of more than 10 years, he has authored two books and published 23 research papers in referred and indexed national and international journals. He has presented 18 papers at international conferences and 29 papers at national level conferences/seminars on various areas of commerce.

   Dr. Pongiannan is member of various professional bodies including Indian Commerce Association, New Delhi and Indian Accounting Association, Vishakapatnam. He is a member and reviewer of editorial/advisory boards of a number of leading national and international journals in commerce and management.

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