"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...