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his book offers a comprehensive and detailed account of brand building in the context of India. With an understanding of various aspects of brand building, its significance in sales and marketing, the book delves deep into issues pertaining to Budgeting for Advertising & Sales Promotion, the way budget allocation and monitoring take place. Based upon his long experience in this field, the author documents and analyses various types of Brand Building activities in practice including guerrilla branding and digital marketing. Along with this, the study goes into a wide range of issues i.e., the role of Customer Relationship in Brand building; measurement and effectiveness of brand building activities; the role of crisis Management in Brand Building Arena; future of the brand building, and suggestion on budgeting, media mix monitoring, brand crisis, CRM, etc. for brand manager/marketer. The book will be particularly helpful to the CEOs, Management executives, consultants, media professionals, media Agencies, marketers & brand manager in designing, implementation, and monitoring their brand building activities.