What's in a brand? : building brand equity through advertising / John Philip Jones.
By: Jones, John Phillip
.
Publisher: New Delhi : Tata McGraw-Hill, c1998Description: xxiii, 335 p. : ill. ; 24 cm.ISBN: 0074632019 (hbk.).Subject(s): Advertising -- Brand name products | Brand name productsDDC classification: 658.8345 | Item type | Current location | Call number | Copy number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|
| Main Collection | Taylor's Library-TU | 658.8345 JON (Browse shelf) | 1 | Available | SOMAC,37000,03,CL | 5000036459 |
Browsing Taylor's Library-TU Shelves Close shelf browser
| 658.8343082 SIL Women want more : | 658.8343082 UND 2010 What women want : | 658.83430951 DOC 2013 What Chinese want : | 658.8345 JON What's in a brand? : | 658.8348 BAK Advertising and marketing to the new majority / | 658.8348 BAR Marketing to women / | 658.8348 GEN Gender issues and consumer behaviour / |
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.