| 000 | 00725npc a2200157Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aMEHDI, MOKHALLES M | ||
| 245 |
_aCo- branding _bA case study of Micromax and MTV |
||
| 260 | _c2013 | ||
| 300 | _a54-60 | ||
| 520 | _aCo 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. | ||
| 653 | _aBRANDING | ||
| 773 |
_oP15031 _nM _932640 _011203 _tINDIAN JOURNAL OF MARKETING |
||
| 942 |
_2ddc _cARTCL |
||
| 999 |
_c12162 _d12162 |
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