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The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior.

Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence and sales of a brand. The book covers the fundamentals of brand language and applications for an array of marketing...

The Wiley Handbook of Developmental Psychopathology offers a concise, up-to-date, and international overview of the study of developmental psychopathology.

• Examines the cognitive, neurobiological, genetic, and environmental influences on normal and abnormal development across the lifespan
• Incorporates methodology, theory, and the latest empirical research in a discussion of modern techniques for studying developmental psychopathology
• Considers the legal, societal, and policy impacts of changes to diagnostic categories in the light of the transition to...

The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior.

Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence and sales of a brand. The book covers the fundamentals of brand language and applications for an array of marketing...