Branding TV : Principles and Practices.

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Explains branding concepts, teaches how to measure brand equity, and suggests strategies to build brand equity.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: McDowell, Walter
Otros Autores: Batten, Alan
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Burlington : Elsevier, 2005.
Edición:2nd ed.
Temas:
Television broadcasting.
Brand name products.
Television.
Télévision.
Produits de marque.
television (telecommunication system)
TECHNOLOGY & ENGINEERING > Television & Video.
Television
Brand name products
Television broadcasting
Merken.
Reclame.
Televisiestations.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Introduction to Second Edition; About the Authors; CHAPTER 1: Competition Changes Everything; CHAPTER 2: Branding is Just a Fancy Name for Promotion, Right?; CHAPTER 3: Branding and the Marketing Mix; CHAPTER 4: Why People Like Brands; CHAPTER 5: Sales Promotion as Branding; CHAPTER 6: Say What You Mean, Mean What You Say: The Jargon of Brand Management; CHAPTER 7: TV Brand Equity: Why Brand Equity Is a Good Thing for TV; CHAPTER 8: Learning from Radio; CHAPTER 9: Building TV Brand Equity; CHAPTER 10: Measuring TV Brand Equity; CHAPTER 11: Who's in Charge of the Execution?

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