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

Jones, John Philip

Softcover

ISBN 10: 0765611120 ISBN 13: 9780765611123

Verlag: Routledge, 2002

Inhaltsangabe

Book by Jones John Philip Slater Jan S

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Reseña del editor

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.

Reseña del editor

Containing 170 easily performed, two-person sketches for every Sunday of the three-year lectionary cycle, this text provides a useful resource for churches and preachers looking to enliven their Sunday worship. Each short piece of drama is based on the set Gospel lesson and aims to develop themes or illuminate characters found in those readings. They should prove a useful springboard for issues to be developed in a wide variety of styles of worship from all age worship to mid-week groups or school assemblies. Many of the sketches have already been road tested by school pupils and minimal preparation is needed with plenty of opportunity for creative expansion.

Über diese Auflage

• Verlag: Routledge
• Erscheinungsdatum: 2002
• ISBN 10: 0765611120
• ISBN 13: 9780765611123
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 334