How to Use Advertising to Build Strong Brands
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How to Use Advertising to Build Strong Brands

Jones, John Philip

Description
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.
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Bibliographic Information
Publish State
Published
Language
English
Readership
College - higher education
Responsibility
edited by John Philip Jones.
Publisher / Imprint
SAGE Publications / SAGE Publications, Inc
Publication Country / Place
California / Thousand Oaks, Calif.
Title Identifier (ISBN/ISSN)
9781452267555 / 0761912436
Published Date
July 1999
Primary Price
42.99 GBP
Pages
408
Reference Code
BDZ0001861872