How to Use Advertising to Build Strong Brands

ISBN-13: 9780761912439 / Angielski / Miękka / 1999 / 408 str.

John Philip Jones

Opis

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.