Language of branding, the: theory, strategies, and tactics
Auteur :
Lerman, Dawn / Morais, Robert J. / Luna, David
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415806749
Date de publication :
13 déc. 2017
Dimensions :
22,9 x 15,2 cm
Poids :
264 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book helps readers to use language to improve brand value and influence consumer behavior. Students will learn why brand language matters in marketing, and how to build a brand strategy that exploits the richness and complexity of language.