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

by John Philip Jones and Jan S. Slater

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0669111422
• ISBN13: 9780669111422
• Release Date: January 1986
• Publisher: Lexington Books
• Length: 320 Pages
• Weight: 1.45 lbs.