000			02189nam a22002417a 4500
999			_c55305 _d55305
008			210724b ||||| |||| 00| 0 eng d
020			_a9780670084067
082			_a659.2 _bWIT
100			_aWitzel, Morgen.
245			_aTata: the evolution of a corporate brand
260			_aNew Delhi: _bPenguin Portfolio, _c2010.
300			_axvii, 222 p. : ill. ; _bhb, _c24 cm.
365			_aINR _b2000.00
504			_aIncludes bibliographical references (p. 206-210) and index.
520			_aA series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano (the world's first Rs. 1 Lakh/ below US$ 2500 car), is set to change our perception of India': on the threshold of becoming a truly global brand.*s oldest and most respected corporate brand. With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around the world? In this absorbing and informed book Morgen Witzel digs into the heart of the Tata enterprise, describes its origins, how Tata's reputation and image evolved, and how the group has worked to transform that image into a powerful and valuable brand. Tata: The Evolution of a Corporate Brand goes to the core of the Tata ethos to explore the unique relationship between the Tata group and the Indian people, a relationship that goes beyond the achievements of a successful business to its social contributions for its employees and the society at large. Finally it asks how that reputation will be perceived and understood as Tata moves into global markets. Whether you're an entrepreneur, a manager, a marketer, or an interested Tata loyalist this book will help you understand the durability of the brand and inspire you with the values it holds onto in the global economy.
650			_aBrand Symbiosis
650			_aTata and Its Customers
650			_aTata's People
650			_aPhilanthropy
650			_aBrand Story
650			_aCareer Planning & Guidance (CPG)
942			_cCPG