INTEGRATED MARKETING COMMUNICATION AND BRAND EQUITY

Integrated Marketing Communication and Brand Equity is a text written jointly by two well-known authors Kirandeep Kaur and Ruby. The reputed Kalyani Publishers holds the credit pf the publication of the book. The book has been prescribed by the Panjab University, Chandigarh for the students pursuing their studies in M.Com. 3^rd Semester. The book is written to ignite the interest in the area of Integrated Marketing Communication in relation to brand equity. Every chapter details the basic knowledge in an interesting manner along with examples and case studies that illustrate the concepts in a concrete and vivid manner. It is felt that such an approach will help the reader in grasping the subject in an easier and quicker way.

SALIENT FEATURES OF THE BOOK:

• The book aims to bridge the knowledge and skill gap that presently exists in this field of study. The book has several implications in different fields of study.

• The book has been written with a clear-cut objective of providing quality literature. All efforts have been made to make the book student friendly.

• The book is written in plain simple language so as to enable the students to study in an easy flow.

• The book closely adheres to the syllabus prescribed by the University.

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