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Brand custodian: My years with the Tatas

By: Rajan, Mukund.
Material type: TextTextPublisher: Uttar Pradesh: Harper Business; 2019Description: 225p.ISBN: 9789353024864.Subject(s): Branding | Brand name products | Tata brandingUDC classification: 659.127.6 MUK/B Summary: Immediately upon completing his DPhil degree, young Mukund Rajan came back to India and joined the Tata group as Ratan Tata’s executive assistant. Over the next twenty-three years, as he worked closely with Ratan Tata, he got an inside view of the ups and downs, the controversies and achievements of the Tata group. In this book, his memoirs, he talks of what really went on during those turbulent times and how the Tatas pulled through each of these situations. Along with that, this book offers a close portrait of the enigmatic Ratan Tata from his longest-serving executive assistant. The Brand Custodian is a study of the Tata group’s evolution and explains the relevance of the conglomerate to the world we live in.
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Item type Current location Call number Status Date due Barcode
Books Books Main Library
(First Floor, Rack No.35)
659.127.6 MUK;1/B (Browse shelf) Available 36337
Books Books Main Library
(First Floor, Rack No.35)
659.127.6 MUK/B (Browse shelf) Available 36145
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659.127.6 MOR Destination branding 659.127.6 MOS/U United we brand 659.127.6 MOT/S Storm the norm 659.127.6 MUK;1/B Brand custodian: 659.127.6 MUK/B Brand custodian: 659.127.6 NIC/B Brand storm 659.127.6 NIL Competitive branding

Immediately upon completing his DPhil degree, young Mukund Rajan came back to India and joined the Tata group as Ratan Tata’s executive assistant. Over the next twenty-three years, as he worked closely with Ratan Tata, he got an inside view of the ups and downs, the controversies and achievements of the Tata group. In this book, his memoirs, he talks of what really went on during those turbulent times and how the Tatas pulled through each of these situations. Along with that, this book offers a close portrait of the enigmatic Ratan Tata from his longest-serving executive assistant. The Brand Custodian is a study of the Tata group’s evolution and explains the relevance of the conglomerate to the world we live in.

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