Browsing by Author "B., Dhanraj"

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Developing a branding approach that overcomes the negative image perception of Chhattisgarh

B., Dhanraj; Tandon, Naveen (Indian Institute of Management Ahmedabad, 2016)

The idea that we propose is to position a journey into Chhattisgarh as a journey with a physical component and an emotional component. The trip to Chhattisgarh is to be positioned as a journey of self-discovery with two ...