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612-822-4611
What's in a Name?: Advertising and the Concept of Brands

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

Paperback

AccountingInvesting & FinanceMarketing

ISBN10: 0765611120
ISBN13: 9780765611123
Publisher: Routledge
Published: Dec 31 2002
Pages: 334
Weight: 1.00
Height: 0.82 Width: 6.02 Depth: 9.14
Language: English
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.

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