Tata : the evolution of a corporate brand

By:

Witzel, Morgen

Material type: Text

TextPublication details: Penguin Portfolio New Delhi 2010Description: xvi,222p. 24 cm ; Hard BoundISBN:

978-0670084067

Subject(s):

Branding

DDC classification:

659.2 WIT

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	659.2 WIT (Browse shelf(Opens below))	Available		40324

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Previous	659.2 STR Strategic research and political communications for NGOs initiating policy change	659.2 THO Public affairs in practice: a practical guide to lobbying	659.2 WHI Strategic communications management making public relations work	659.2 WIT Tata : the evolution of a corporate brand	659.202854404 HAI e-pr: essential guide to public relations on the internet	659.285 ALL Event planning.	659.285 BAS Art of successful event management.	Next

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.

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