What's in a Name?
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€65.99
A01=David M Jones
A01=Jan S. Slater
Ad Households
Added Values
advertising
Advertising Effect
advertising effectiveness
Advertising Elasticity
Advertising Expenditure
Advertising Investment
Advertising Research
Author_David M Jones
Author_Jan S. Slater
brand
brand equity modeling
Brand's Market Share
brands
Brand’s Market Share
Breakfast Cereal Market
Category=KJMV7
Category=KJSA
Cold Breakfast Cereals
competitive
Competitive Brands
Consumer Promotions
consumer psychology
Creative Executions
elasticity
empirical brand development research
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
frequency
large
Large Brands
Learning Hierarchy
Low Involvement Hierarchy
marketing metrics
Mature Brand
Medium Term Effect
Multibrand Purchasing
Nielsen Data
ongoing
Ongoing Brands
Price Elasticity
purchase
purchase behavior analysis
Purchase Frequency
recall measurement
small
Smaller Brands
Vice Versa
Product details
- ISBN 9780765611123
- Weight: 453g
- Dimensions: 152 x 229mm
- Publication Date: 31 Dec 2002
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands 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. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.
