Nirmal GoswamiP. S. Ramesh Kumar2023-12-152023-12-15199700860087http://ir.mica.ac.in/handle/123456789/5314vi, 43p.en-USHamamMysore SandalLuxLifebuoyRexonaLe SancyLirilPearsBreaking the brand clutter : a study of competitive advertising in the toilet soaps categoryThesis