(Online library) What's in a Name?: Advertising and the Concept of Brands






#2841916 in eBooks 2014-12-18 2014-12-18File Name: B00R6BG1WC

1 of 1 people found the following review helpful. Great foundation for anyone interested in marketing/media measurementBy Krishna RamaswamyGreat foundation for anyone interested in marketing/media measurement. The ideas may be from 30+ years ago, but most still apply to the current marketplace.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 ...


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You can specify the type of files you want, for your gadget.What's in a Name?: Advertising and the Concept of Brands   |  David M Jones, Jan S. Slater. A good, fresh read, highly recommended.

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