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What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater
| 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
| 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 / / John Philip Jones and Jan S. Slater
| 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-9910819498303321 |
|
Jones John Philip
|
||
| London ; ; New York : , : Routledge, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||