Tata : the evolution of a corporate brand
Witzel, Morgen
Tata : the evolution of a corporate brand - New Delhi Penguin Portfolio 2010 - xvi,222p. 24 cm ; Hard Bound
Rs.599/-
With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around the world? In this absorbing and informed book Morgen Witzel digs into the heart of the Tata enterprise, describes its origins, how Tata's reputation and image evolved, and how the group has worked to transform that image into a powerful and valuable brand ..."--Publisher description.
978-0670084067
Branding
659.2 WIT
Tata : the evolution of a corporate brand - New Delhi Penguin Portfolio 2010 - xvi,222p. 24 cm ; Hard Bound
Rs.599/-
With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around the world? In this absorbing and informed book Morgen Witzel digs into the heart of the Tata enterprise, describes its origins, how Tata's reputation and image evolved, and how the group has worked to transform that image into a powerful and valuable brand ..."--Publisher description.
978-0670084067
Branding
659.2 WIT