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What's in a Name? Advertising and the Concept of Brands

| £49.95 | €56.18 | Ca$81.04 | Au$79.98
by David M. Jones & Jan S. Slater
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What's in a Name? Advertising and the Concept of Brands by David M. Jones & Jan S. Slater

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands 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. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

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Ebook Details
Pages: 320
Size: 8.7 MB
Publisher: Routledge
Date published:   2014
ISBN: 9781317452140 (DRM-EPUB)

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This product is listed in the following categories:

Nonfiction > Business & Economics
Nonfiction > History > Europe

These authors have products in the following categories:

Nonfiction > Business & Economics
Nonfiction > Business & Economics > Banks & Banking
Nonfiction > Business & Economics > Economic History
Nonfiction > Political Science > International Relations
Nonfiction > Political Science
Nonfiction > History > Europe
Nonfiction > History
Nonfiction > Political Science > Public Affairs & Administration
Nonfiction > Language Arts & Disciplines > Public Speaking

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