Browsing by Author "Zacharias, Siby"

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    • Effect of sales promotion on perception of brand equity 

      Zacharias, Siby (Indian Institute of Management, Ahmedabad, 2001-03)
      Sales promotions are the temporary short-term incentives targeted at the trade and / or end consumers. Sales promotions are designed to induce higher trial rate, to buy more quantity, prepone purchase or to buy more ...

    • Rashtra Deepika Limited 

      Zacharias, Siby; Varkkey, Biju (2010-09-03)
      Rashtra Deepika Limited, one of the oldest publishing houses in Kerala with strong church patronage is facing difficulties in all fronts. Its own ideological trappings are in a way standing as road blocks to growth. The ...