TY  - GEN
AU  - MEHDI, MOKHALLES M
TI  - Co- branding: A case study of Micromax and MTV
PY  - 2013///
KW  - BRANDING
N2  - Co branding is an instrument to inroduce new products in the market by partner brands. The aim of the present case study is to identify the usefulness of co-branding in brand building. Partner selections in co-branding as well as the pessimistic side of co branding have also been included in the present research
ER  -