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[null,"1.","Record Nr.",null,"UNINA9910457717603321"]
[null,null,"Autore",null,"Jones John Philip"]
[null,null,"Titolo",null,"What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater"]
[null,null,"Pubbl/distr/stampa",null,"London ; ; New York : , : Routledge, , 2015"]
[null,null,"ISBN",null,"1-315-69820-X"]
[{"$nulls":4},"1-317-45215-1"]
[{"$nulls":4},"1-280-91218-9"]
[{"$nulls":4},"9786610912186"]
[{"$nulls":4},"0-7656-2170-3"]
[null,null,"Edizione",null,"[2nd ed.]"]
[null,null,"Descrizione fisica",null,"1 online resource (334 p.)"]
[null,null,"Disciplina",null,"658.8/343"]
[null,null,"Soggetti",null,"Advertising"]
[{"$nulls":4},"Brand name products"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","First published 2003 by M.E. Sharpe."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references and index."]
[null,null,"Nota di contenuto",null,"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"]
[{"$nulls":4},"11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index"]
[null,null,null,"Sommario/riassunto","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."]