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What's in a Name? : Advertising and the Concept of Brands. 2nd ed. 広告とブランドの概念 第2版
・ISBN 978-0-7656-0973-1 hard GB£ 210.00
￥66,528.- (税込) ※（※）価格はご注文時の参考価格となります。
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お気に入り
★★★
・ISBN 978-0-7656-1112-3 paper GB£ 55.99
￥17,737.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-69820-5
| 著者・編者 | Jones, John Philip / Slater, J. S., |
|---|---|
| 出版社 | (Sharpe, US) |
| 出版年月 | 2003 |
| ページ数 | 334 pp. |
| 言語 | ENG |
| ニュース番号 | ＜496-426＞ |
解説
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.