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What's 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.
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Armonk, N.Y. :
M.E. Sharpe,
©2003.
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| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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. |
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| Descripción Física: | 1 online resource (xxiii, 308 pages) : illustrations |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9780765621702 0765621703 9780765609731 0765609738 9781317452157 1317452151 131569820X 9781315698205 1280912189 9781280912184 9786610912186 6610912181 9781317452140 1317452143 |