"The Butterfly Effect In Competitive Markets illustrates through logical market behavior analysis how chaos in the market drives tactics among the market competitors that causes shifts in consumer preferences and guides the buying behavior. Such shifts in consumer behavior are often radical and...

Part I Understanding Market Competition -- 1. Managing Brands in Competitive Marketplaces -- 2. Branding Decisions -- 3. Brand Positioning and Value Creation -- Part II Managing Brands -- 4. Branding Strategy -- 5. Brand Portfolio Management -- 6. New Trends in Brand Management -- 7. Branding in...

There have not been many contributions emerging in the past addressing the measurement of the customer value as an intangible asset of the firm, though substantial literature is available discussing the customer relations and loyalty building perspectives. This paper attempts to critically...