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What's in a name? [electronic resource] : advertising and the concept of brands / by John Philip Jones and Jan S. Slater.

By: Jones, John Philip.
Contributor(s): Slater, Jan.
Material type: TextTextPublisher: Armonk, N.Y. : M.E. Sharpe, c2003Edition: 2nd ed.Description: 1 online resource (xxiii, 308 p.) : ill.ISBN: 9780765621702 (electronic bk.); 0765621703 (electronic bk.); 9780765609731 (alk. paper); 0765609738 (alk. paper).Subject(s): Advertising | Brand name products | Publicit�e | Produits de marque | BUSINESS & ECONOMICS -- Marketing -- Research | Reclame | MerkartikelenGenre/Form: Electronic books.Additional physical formats: Print version:: What's in a name?.DDC classification: 658.8/343 Online resources: EBSCOhost
Contents:
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
Summary: 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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Includes bibliographical references and index.

Description based on print version record.

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

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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What's in a name? by Jones, John Philip. ©2003
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