What's in a name?: advertising and the concept of brands
Auteur :
Jones, David M / Slater, Jan S.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765609731
Date de publication :
31 déc. 2002
Dimensions :
22,9 x 15,2 cm
Poids :
612 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.