Witzel, Morgen <br/><br/>
Tata : the evolution of a corporate brand  

 - New Delhi  Penguin Portfolio  2010 
 - xvi,222p.  24 cm ; Hard Bound 
<br/><br/> Rs.599/- 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>978-0670084067 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding
<br/><br/><label>Dewey Class. No.: </label>659.2 WIT