What’s in a Name: Advertising and the Concept of Brands

$15.99

What’s in a Name: Advertising and the Concept of Brands
Authors: John Philip Jones
Year: 2003
Publisher: M.E. Sharpe
Language: english
ISBN 13: 9780765609731
ISBN 10: 765609738
Categories: Business and Economics, Sales and Marketing
Pages: 60
Edition: 2

Availability: 5000 in stock

SKU: 9780765609731 Categories: ,

What’s in a Name: Advertising and the Concept of Brands John Philip Jones, Jan S. Slater
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What’s in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands – the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What’s in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising. Categories:
Business & Economics – Sales & Marketing
Year:
2003
Edition:
2
Publisher:
M.E. Sharpe
Language:
english
Pages:
334
ISBN 10:
0765609738
ISBN 13:
9780765609731
File:
47 MB

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What’s in a Name: Advertising and the Concept of Brands
$15.99

Availability: 5000 in stock