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100   $a20180706e20152003  uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aWhat's in a name? $eadvertising and the concept of brands /$fJohn Philip Jones and Jan S. Slater
205   $a2nd ed.
210  1$aLondon ;$aNew York :$cRoutledge,$d2015.
215   $a1 online resource (334 p.)
300   $aFirst published 2003 by M.E. Sharpe.
311   $a0-7656-1112-0 
311   $a0-7656-0973-8 
320   $aIncludes bibliographical references and index.
327   $aContents; 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
327   $a11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index
330   $aThis 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.
606   $aAdvertising
606   $aBrand name products
615  0$aAdvertising.
615  0$aBrand name products.
676   $a658.8/343
700   $aJones$b John Philip.$0520552
701   $aSlater$b Jan$01564094
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910784468903321
996   $aWhat's in a name$93832976
997   $aUNINA