TY  - BOOK
AU  - Arthur,Ivan
AU  - Mathews,Kurien
TI  - Brands under fire
SN  - 9780670082261
U1  - 658.8 23
PY  - 2008///
CY  - New Delhi
PB  - Penguin Books India
KW  - Brand name products
KW  - India
KW  - Case studies
KW  - Branding (Marketing)
KW  - Brand loyalty
ER  -