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

Whats in a Name?: Advertising and the Concept of Brands This text 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. Recommendations for developing better advertising are included. Autor: David M Jones, Jan S. Slater Wydawnictwo: Taylor & Francis Rok wydania: 2002 Okładka: twarda Liczba stron: 334 Wymiary: 22.9 x 15.2 cm Język: angielski ISBN: 9780765609731