Jones, John Phillip
What's in a brand? : building brand equity through advertising / John Philip Jones. - New Delhi : Tata McGraw-Hill, c1998. - xxiii, 335 p. : ill. ; 24 cm.
Includes index.
1. Introduction - 2. Brands: what they are and why they emerged - 3. Factors that shape a brand during its conception and birth - 4. Factors that shape a brand during its growth and maturity - 5. Mature brand and the consumer: nature of the repeat-buying theory - 6. Advertising research: a digression on recall - 7. Advertising campaigs: strategy and the leap - 8. Advertising pressure: " A diminishing rate of yield" - 9. Advertising pressure: what two little ads can do - 10. How does advertising work? - 11. How to develop and expose better advertising - 12. Asia: the consumer markets of tomorrow.
0074632019 (hbk.)
Advertising--Brand name products.
Brand name products.
658.8345 / JON
What's in a brand? : building brand equity through advertising / John Philip Jones. - New Delhi : Tata McGraw-Hill, c1998. - xxiii, 335 p. : ill. ; 24 cm.
Includes index.
1. Introduction - 2. Brands: what they are and why they emerged - 3. Factors that shape a brand during its conception and birth - 4. Factors that shape a brand during its growth and maturity - 5. Mature brand and the consumer: nature of the repeat-buying theory - 6. Advertising research: a digression on recall - 7. Advertising campaigs: strategy and the leap - 8. Advertising pressure: " A diminishing rate of yield" - 9. Advertising pressure: what two little ads can do - 10. How does advertising work? - 11. How to develop and expose better advertising - 12. Asia: the consumer markets of tomorrow.
0074632019 (hbk.)
Advertising--Brand name products.
Brand name products.
658.8345 / JON