A case-based identification of internal and external issues for branding strategies / Abu Sayeed Mondal, Dilip Roy -- Promoting Bucovina's tourism brand / Alexandru-Mircea Nedelea -- Branding and brand management: case of Amul / Anupam Sharma -- Service branding through quality practices in...

"It is designed to be accessible and readable. The book emphasises the need to view innovation as a management process. We need to recognise that change is at the heart of it. And that change is caused by decisions that people make. The framework in Chapter 1 (Figure 1.9) attempts to capture the...