02998oam 2200733I 450 991081949830332120240131154050.01-317-45214-31-315-69820-X1-317-45215-11-280-91218-997866109121860-7656-2170-310.4324/9781315698205 (CKB)1000000000348507(EBL)302497(OCoLC)476082096(SSID)ssj0000270852(PQKBManifestationID)11224415(PQKBTitleCode)TC0000270852(PQKBWorkID)10262401(PQKB)11249612(MiAaPQ)EBC1899939(MiAaPQ)EBC302497(Au-PeEL)EBL1899939(CaPaEBR)ebr10178046(CaONFJC)MIL91218(OCoLC)898771274(OCoLC)958107230(Au-PeEL)EBL302497(OCoLC)50643647(FINmELB)ELB141949(EXLCZ)99100000000034850720180706e20152003 uy 0engur|n|---|||||txtccrWhat's in a name? advertising and the concept of brands /John Philip Jones and Jan S. Slater2nd ed.London ;New York :Routledge,2015.1 online resource (334 p.)First published 2003 by M.E. Sharpe.0-7656-1112-0 0-7656-0973-8 Includes bibliographical references and index.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 Building11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; IndexThis 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.AdvertisingBrand name productsAdvertising.Brand name products.658.8/343Jones John Philip.520552Slater Jan1676079MiAaPQMiAaPQMiAaPQBOOK9910819498303321What's in a name4042027UNINA