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

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 advertisi...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Jones, David M.
Otros Autores: Slater, Jan S.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Taylor and Francis, 2014.
Temas:
Advertising.
Brand name products.
Produits de marque.
Advertising
Brand name products
Acceso en línea:Texto completo

MARC

LEADER 00000cam a2200000Mi 4500
001 EBOOKCENTRAL_ocn898771274
003 OCoLC
005 20240329122006.0
006 m o d
007 cr |n|||||||||
008 141227s2014 xx o 000 0 eng d
040 |a EBLCP  |b eng  |e pn  |c EBLCP  |d OCLCQ  |d DEBSZ  |d OCLCQ  |d ZCU  |d MERUC  |d ICG  |d OCLCF  |d OCLCO  |d OCLCQ  |d DKC  |d OCLCQ  |d OCLCO  |d OCLCQ  |d OCLCO  |d OCLCL 
020 |a 9781317452157 
020 |a 1317452151 
029 1 |a DEBBG  |b BV044180281 
029 1 |a DEBSZ  |b 431877726 
029 1 |a GBVCP  |b 813288983 
035 |a (OCoLC)898771274 
050 4 |a HF5823 .J718 2014 
082 0 4 |a 658.8343 
049 |a UAMI 
100 1 |a Jones, David M. 
245 1 0 |a What's in a Name? :  |b Advertising and the Concept of Brands. 
260 |a Hoboken :  |b Taylor and Francis,  |c 2014. 
300 |a 1 online resource (335 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
588 0 |a Print version record. 
505 0 |a Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; List of Tables and Figures; Foreword: Advertising and Brand Planning; 1. Introduction; 2. Brands: What They Are and Why They Emerged; A Shopping Trip and Some Conclusions Therefrom; The Economist's View of Oligopoly-and a Different Hypothesis; Oligopolistic Competition in the Real World; The Emergence of Brands; Oligopoly, Price, and the Consumer; The Argument in Brief; 3. Factors That Shape a Brand During Its Conception and Birth; The Importance of Innovation and the Belief in Decline. 
505 8 |a Five Influences on a New BrandThe Importance of Market Testing; The Argument in Brief; 4. Factors That Shape a Brand During Its Growth and Maturity; Initial Growth; Five Influences on a Growing Brand; Beyond the Primary Growth Cycle; The Argument in Brief; 5. The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; Consumer Sales Defined in Consumer Terms; Predictive Models in Action; Four Myths; How Brands Grow; How Advertising Strategy Should Be Influenced by Repeat-Buying Theory; The Argument in Brief; 6. Advertising Research: A Digression on Recall. 
505 8 |a Reading-and-Noting: Its Fall from GraceThe Twentieth-Century Philosophers' Stone; Learn-Feel-Do and Learn-Do-Feel -- The Limited Circumstances When Recall Testing Can Be Useful; Pretesting Based on Simulating Consumer Behavior; Tracking Studies; The Argument in Brief-and a Footnote on Aggregated Data; 7. How Advertising Influences Sales; Advertising's Short-Term Effect and How It Is Measured; Medium-Term Effect as a Repetition of Short-Term Effects; The Advertising Response Function; Continuity in the Marketplace; Medium-Term Effects Measured Econometrically; The Argument in Brief. 
505 8 |a 8. How Advertising Builds BrandsSix Measures of the Long-Term Effects of Advertising; Penetration and Purchase Frequency; Price and Price Elasticity; Advertising Elasticity; Advertising Intensiveness; Accountability; The Argument in Brief; 9. Giving a Brand Legs: Brands as Collectible Entities; The Case for Collectible Brands; Collecting Coca-Cola: It's the Real Thing; Hallmark Collecting: When You Care Enough; The Loyal Relationship with Collectible Brands; Building Brand Loyalty; Linking the Collectible to the Company; The Argument in Brief. 
505 8 |a 10. The Contribution of Advertising Strategy to Brand BuildingPutting Advertising in Perspective; What Advertising Cannot Do; What Advertising Can Do; The Development of a Strategy; Formulating the Strategy; The Brand Audit; The Strategy Itself; Target Group; Proposition; Role of the Advertising; Can an Old Brand Be Reintroduced with a New Strategy?; The Argument in Brief; 11. From Advertising Strategy to Advertising Campaign; The Campaign; The Contribution of the Media; The Campaign for Louisiana: Come As You Are. Leave Different. -- The Argument in Brief. 
500 |a 12. How to Develop and Expose Better Advertising. 
520 |a 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 o. 
590 |a ProQuest Ebook Central  |b Ebook Central Academic Complete 
650 0 |a Advertising. 
650 0 |a Brand name products. 
650 6 |a Produits de marque. 
650 7 |a Advertising  |2 fast 
650 7 |a Brand name products  |2 fast 
700 1 |a Slater, Jan S. 
758 |i has work:  |a What's in a name? (Text)  |1 https://id.oclc.org/worldcat/entity/E39PCFMFPG4rvVWKKtqCwTyVQ3  |4 https://id.oclc.org/worldcat/ontology/hasWork 
776 0 8 |i Print version:  |a Jones, David M.  |t What's in a Name? : Advertising and the Concept of Brands.  |d Hoboken : Taylor and Francis, ©2014  |z 9780765609731 
856 4 0 |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1899939  |z Texto completo 
938 |a EBL - Ebook Library  |b EBLB  |n EBL1899939 
994 |a 92  |b IZTAP 

Ejemplares similares