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Brand Mascots: And Other Marketing Animals
Hardcover
AccountingInvesting & FinanceMarketing
ISBN13: 9780415826761
Publisher: Routledge
Published: Jul 10 2014
Pages: 320
Weight: 1.32
Height: 0.90 Width: 6.10 Depth: 9.30
Language: English
Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. Featuring case studies and empirical analyses from around the world this book presents the latest thinking on beast-based brands. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community.
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