What's in a Name?
Advertising and the Concept of Brands
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What's in a Name? by David M. Jones
Book DescriptionThis 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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Book DetailsISBN: 9780765611123
(229mm x 152mm x 21mm)
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 31-Dec-2002
Country of Publication: United States
Books By Author David M. Jones
Complete Illustrated History of the Aztec & Maya, Paperback (June 2015)
A comprehensive history of the rise and fall of the many different empires of Central America and Mexico. Describes the civic, military and everyday world of the time - the politics, the wars and campaigns, the people and culture, the art, architecture and social history.
Mythology of the American Nations, Paperback (November 2013)
A reference guide to the mythology of the native North American, Maya, Aztec, Inca and earlier civilizations and cultures of the Americas. It includes more than 900 entries, arranged alphabetically and packed with information on the central mythical figures of each culture. It is fully cross-referenced and comprehensively indexed.
Art & Architecture of the Incas, Paperback (August 2012)» View all books by David M. Jones
An illustrated history of arts, crafts and design of the first peoples of South America.
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