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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)
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  – Type: ebook-pdf
  – Type: ebook-epub
Text:
  Availability: 0
Header DbId: nlebk
DbLabel: eBook Collection (EBSCOhost)
An: 199818
RelevancyScore: 985
AccessLevel: 6
PubType: eBook
PubTypeId: ebook
PreciseRelevancyScore: 985.343994140625
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  Data: 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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        Scheme: ddc
        Type: prePub
    Languages:
      – Code: eng
        Text: English
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      – SubjectFull: HF5823
        Type: general
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      – TitleFull: What's in a Name? : Advertising and the Concept of Brands
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              Type: published
              Y: 2003
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          Titles:
            – TitleFull: What's in a Name? : Advertising and the Concept of Brands
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