000			01380cam a2200229 a 4500
001			vtls003053137
003			MY-SjTCS
005			20200306170435.0
008			110218s1998 ii b 001 0 eng d
020			_a0074632019 (hbk.)
039		9	_a201102181237 _bVLOAD _c200807161042 _dpushpa _c200706071729 _dpushpa _y200706041336 _zmalathy
082	0	4	_a658.8345 _bJON
100	1		_aJones, John Phillip _937866
245	1	0	_aWhat's in a brand? : _bbuilding brand equity through advertising / _cJohn Philip Jones.
260			_aNew Delhi : _bTata McGraw-Hill, _cc1998.
300			_axxiii, 335 p. : _bill. ; _c24 cm.
500			_aIncludes index.
505	0		_a1. 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.
650		0	_aAdvertising _xBrand name products. _99823
650		0	_aBrand name products. _9285363
920			_aMCS : 203358
999			_c62501 _d62501