What's in a Name? : Advertising and the Concept of Brands
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| Title: | What's in a Name? : Advertising and the Concept of Brands |
|---|---|
| Description: | 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. |
| Authors: | David M Jones, Jan S. Slater |
| Resource Type: | eBook. |
| Subjects: | HF5823 |
| Categories: | BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Marketing / Research |
| Database: | eBook Collection (EBSCOhost) |
| Abstract: | 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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| ISBN: | 9780765609731 9780765611123 9780765621702 9781317452157 9781317452140 9780765646064 9781315698205 |
