The Language of Branding: Theory, Strategies, and Tactics - Softcover

Lerman, Dawn

Softcover

ISBN 10: 0415806747 ISBN 13: 9780415806749

Verlag: Routledge, 2017

Inhaltsangabe

This book helps readers to use language to improve brand value and influence consumer behavior. Students will learn why brand language matters in marketing, and how to build a brand strategy that exploits the richness and complexity of language.

Über diesen Titel

Über die Autorin bzw. den Autor

Dawn Lerman is Professor of Marketing and Executive Director of the Center for Positive Marketing at Fordham University's Gabelli School of Business, where she also serves as Associate Dean for Graduate Studies.

Robert J. Morais is Principal Emeritus of Weinman Schnee Morais, USA, and an Adjunct Professor at Columbia Business School, USA. A trained anthropologist, he has 35 years of experience working in advertising and marketing research for a range of global businesses.　

David Luna is Professor and Chair of the Aaronson Department of Marketing and International Business at Baruch College, City University of New York, USA.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2017
• Sprache: Englisch
• ISBN 10: 0415806747
• ISBN 13: 9780415806749
• Einband: Taschenbuch
• Anzahl der Seiten: 170
• Herausgeber: Morais Robert J., Luna David
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar