What's in a Name?

What's in a Name? : Advertising and the Concept of Brands

  • Electronic book text
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Description

This text 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. Recommendations for developing better advertising are included.show more

Product details

  • Electronic book text | 335 pages
  • Taylor & Francis Inc
  • M.E. Sharpe
  • New York, United States
  • Revised
  • 2nd Revised edition
  • 0765621703
  • 9780765621702