What's in a Name?: Advertising and the Concept of Brands
- ISBN-10
- 0765611120
- ISBN-13
- 9780765611123
- Series
- What's in a Name?
- Category
- Business & Economics
- Pages
- 308
- Language
- English
- Published
- 2003
- Publisher
- M.E. Sharpe
- Authors
- John Philip Jones, Jan S. Slater
Description
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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Other editions
-
- 2017-01-01
- 370 pages
- Paperback
- University of Toronto Press
-
- 2014-08-28
- 376 pages
- Ebook
- University of Toronto Press
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