Author:Ivan Arthur and Kurien Mathews

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Brands Under Fire

By: Ivan Arthur and Kurien Mathews

Price: $12.50

Publisher: New Delhi, India, Penguin Portfolio: 2008

Edition: First Edition

Seller ID: 026722

ISBN: 0670082260

Condition: New


Big brands, big companies, big budgets—and yet, things can still go wrong. In fact, four of the country’s most powerful brands were involved in major brand disasters: Cadbury’s Dairy Milk Chocolates, Coca-Cola and Pepsi, and UTI’s Unit-64 were hit by major problems—worms in chocolates, pesticides in colas and a catastrophe in the country’s favorite mutual fund. In Brands under Fire, brand experts Ivan Arthur and Kurien Mathews use these case studies to cut ... View more info