What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater |
Autore | Jones John Philip |
Edizione | [2nd ed.] |
Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2015 |
Descrizione fisica | 1 online resource (334 p.) |
Disciplina | 658.8/343 |
Altri autori (Persone) | SlaterJan |
Soggetto topico |
Advertising
Brand name products |
Soggetto genere / forma | Electronic books. |
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 | eng |
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 |
Record Nr. | UNINA-9910457717603321 |
Jones John Philip | ||
London ; ; New York : , : Routledge, , 2015 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater |
Autore | Jones John Philip |
Edizione | [2nd ed.] |
Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2015 |
Descrizione fisica | 1 online resource (334 p.) |
Disciplina | 658.8/343 |
Altri autori (Persone) | SlaterJan |
Soggetto topico |
Advertising
Brand name products |
ISBN |
1-317-45214-3
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 | eng |
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 |
Record Nr. | UNINA-9910784468903321 |
Jones John Philip | ||
London ; ; New York : , : Routledge, , 2015 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
What's in a name? : advertising and the concept of brands / / by John Philip Jones and Jan S. Slater |
Autore | Jones John Philip |
Edizione | [2nd ed.] |
Pubbl/distr/stampa | Armonk, N.Y., : M.E. Sharpe, c2003 |
Descrizione fisica | 1 online resource (334 p.) |
Disciplina | 658.8/343 |
Altri autori (Persone) | SlaterJan |
Soggetto topico |
Advertising
Brand name products |
ISBN |
1-317-45214-3
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 | eng |
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 |
Record Nr. | UNINA-9910819498303321 |
Jones John Philip | ||
Armonk, N.Y., : M.E. Sharpe, c2003 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|