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Synopsis
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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- PublisherGower Publishing Ltd
- Publication date1986
- ISBN 10 0566026791
- ISBN 13 9780566026799
- BindingHardcover
- Rating
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What's in a name? Advertising and the concept of brands
Seller: Librería Diálogo, Ciempozuelos, Madrid, Spain
Seller rating 5 out of 5 stars
Encuadernación de tapa dura. Condition: Muy bien. X2406G06508MM. 683 g. 296 pp. Cartoné con solapas. Estado, muy bien. Publicidad. Nombre, marca. In English. Seller Inventory # X2406G06508MM
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What's in a Name? - Advertising and the concept of Brands
Seller: Strawberry Hill Books, Rotherfield, East Sussex, United Kingdom
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Hardcover. Condition: Fine, one minor corner bump. First UK Edition. Type: Book Pages xxii, 292. Seller Inventory # 000042
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What's in a Name?
Seller: Phatpocket Limited, Waltham Abbey, HERTS, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Seller Inventory # Z1-C-034-02360
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