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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 |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Armonk, N.Y. :
M.E. Sharpe,
©2003.
|
| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Jones, John Philip. | |
| 245 | 1 | 0 | |a What's in a name? : |b advertising and the concept of brands / |c by John Philip Jones and Jan S. Slater. |
| 250 | |a 2nd ed. | ||
| 260 | |a Armonk, N.Y. : |b M.E. Sharpe, |c ©2003. | ||
| 300 | |a 1 online resource (xxiii, 308 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 340 | |g polychrome. |2 rdacc |0 http://rdaregistry.info/termList/RDAColourContent/1003 | ||
| 347 | |a data file | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building. | |
| 520 | |a 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. | ||
| 506 | |3 Use copy |f Restrictions unspecified |2 star |5 MiAaHDL | ||
| 533 | |a Electronic reproduction. |b [Place of publication not identified] : |c HathiTrust Digital Library, |d 2011. |5 MiAaHDL | ||
| 538 | |a Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. |u http://purl.oclc.org/DLF/benchrepro0212 |5 MiAaHDL | ||
| 583 | 1 | |a digitized |c 2011 |h HathiTrust Digital Library |l committed to preserve |2 pda |5 MiAaHDL | |
| 546 | |a English. | ||
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Brand name products. | |
| 650 | 2 | |a Advertising | |
| 650 | 6 | |a Publicité. | |
| 650 | 6 | |a Produits de marque. | |
| 650 | 7 | |a advertising. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x Research. |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Markenname |2 gnd | |
| 650 | 7 | |a Markenartikel |2 gnd | |
| 650 | 1 | 7 | |a Reclame. |2 gtt |
| 650 | 1 | 7 | |a Merkartikelen. |2 gtt |
| 700 | 1 | |a Slater, Jan. | |
| 776 | 0 | 8 | |i Print version: |a Jones, John Philip. |t What's in a name?. |b 2nd ed. |d Armonk, N.Y. : M.E. Sharpe, ©2003 |z 0765609738 |z 9780765609731 |w (DLC) 2002030890 |w (OCoLC)50643647 |
| 856 | 4 | 0 | |u https://ebsco.uam.elogim.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199818 |z Texto completo |
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