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



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Autore: Jones John Philip Visualizza persona
Titolo: What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater Visualizza cluster
Pubblicazione: London ; ; New York : , : Routledge, , 2015
Edizione: 2nd ed.
Descrizione fisica: 1 online resource (334 p.)
Disciplina: 658.8/343
Soggetto topico: Advertising
Brand name products
Soggetto genere / forma: Electronic books.
Altri autori: SlaterJan  
Note generali: First published 2003 by M.E. Sharpe.
Nota di bibliografia: Includes bibliographical references and index.
Nota di contenuto: 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
11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index
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.
Titolo autorizzato: What's in a name  Visualizza cluster
ISBN: 1-315-69820-X
1-317-45215-1
1-280-91218-9
9786610912186
0-7656-2170-3
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910457717603321
Lo trovi qui: Univ. Federico II
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