Coverart for item
The Resource What's in a name? : advertising and the concept of brands, by John Philip Jones and Jan S. Slater

What's in a name? : advertising and the concept of brands, by John Philip Jones and Jan S. Slater

Label
What's in a name? : advertising and the concept of brands
Title
What's in a name?
Title remainder
advertising and the concept of brands
Statement of responsibility
by John Philip Jones and Jan S. Slater
Creator
Contributor
Subject
Genre
Language
eng
Summary
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 long-term marketing campaign. Recommendations for developing better advertising are included
Action
digitized
Cataloging source
Nz
http://library.link/vocab/creatorName
Jones, John Philip
Dewey number
658.8/343
Illustrations
illustrations
Index
index present
Language note
English
LC call number
HF5823
LC item number
.J718 2003eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Slater, Jan
http://library.link/vocab/subjectName
  • Advertising
  • Brand name products
  • Publicité
  • Produits de marque
  • BUSINESS & ECONOMICS
  • Advertising
  • Brand name products
  • Markenname
  • Markenartikel
  • Reclame
  • Merkartikelen
Label
What's in a name? : advertising and the concept of brands, by John Philip Jones and Jan S. Slater
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building
Control code
228172887
Dimensions
unknown
Edition
2nd ed.
Extent
1 online resource (xxiii, 308 pages)
Form of item
online
Isbn
9780765609731
Lccn
2002030890
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
(OCoLC)228172887
System details
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Label
What's in a name? : advertising and the concept of brands, by John Philip Jones and Jan S. Slater
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building
Control code
228172887
Dimensions
unknown
Edition
2nd ed.
Extent
1 online resource (xxiii, 308 pages)
Form of item
online
Isbn
9780765609731
Lccn
2002030890
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
(OCoLC)228172887
System details
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.

Library Locations

    • Thomas Jefferson LibraryBorrow it
      1 University Blvd, St. Louis, MO, 63121, US
      38.710138 -90.311107
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