What's in a Name?: Advertising and the Concept of Brands
| Other author | Jones, John Philip |
| Other author | Slater, Jan S. |
| Format | Electronic |
| Edition | 2nd ed. |
| Publication Info | Armonk : M. E. Sharpe Incorporated La Vergne : MyiLibrary [Distributor] |
| Description | 308 p. |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Summary | Annotation This completely rewritten and updated version of one of the true classic books in the field of marketing and advertising analyzes brands from the point of view of modern marketing theory. Drawing on up-to-date research from both the professional and academic fields, the authors deal in full detail with the role of advertising in creating, building, and maintaining strong brand identity and loyalty -- the lifeblood of any long-term marketing campaign. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2002030890 |
| ISBN | 9781280912184 |
| ISBN | 1280912189 (E-Book) Active Record |
| Standard identifier# | 9781280912184 |
| Stock number | 00023958 |