How to Use Advertising to Build Strong Brands by John Philip Jones
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How to Use Advertising to Build Strong Brands
By John Philip Jones

How to Use Advertising to Build Strong Brands

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Format: Paperback

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How to Use Advertising to Build Strong Brands by John Philip Jones

Book Description

Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and'brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.

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Book Details

ISBN: 9780761912439
ISBN-10: 0761912436
Format: Paperback
(229mm x 152mm x 21mm)
Pages: 408
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 24-Aug-1999
Country of Publication: United States

Other Editions...


Books By Author John Philip Jones

Johnny by John Philip Jones Johnny, Paperback (October 2014)

The Gallipoli campaign was launched in April 1915 in an effort to knock Turkey out of the war but the force that was deployed was too small to achieve its aim. Moreover, the commander, General Sir Ian Hamilton was at fault in the way he conducted his campaign. Never happier than when he was in the thick of action, Hamilton was an excellent tacti...

Battles of a Gunner Officer by John Philip Jones Battles of a Gunner Officer, Hardback (April 2014)

An artillery officer's graphic personal account of action in the Second World War. The book includes First-hand descriptions of battle in North Africa, Sicily, France, Belgium and Germany and gives a fascinating insight into the day-to-day operations of the artillery.

Johnny: The Legend and Tragedy of General Sir Ian Hamilton by John Philip Jones Johnny: The Legend and Tragedy of General Sir Ian Hamilton, Hardback (November 2012)

The story of the Commander of the ill-fated Gallipoli expedition

» View all books by John Philip Jones

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Author Biography - John Philip Jones

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.

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