What's in a name? :: advertising and the concept of brands /
This text 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. Recommendations for developing better advertising are included.
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Armonk, N.Y. :
M.E. Sharpe,
©2003.
|
| Ausgabe: | 2nd ed. |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | This text 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. Recommendations for developing better advertising are included. |
| Beschreibung: | 1 online resource (xxiii, 308 pages :) |
| Format: | Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780765621702 0765621703 9780765609731 0765609738 9781317452157 1317452151 131569820X 9781315698205 1280912189 9781280912184 9786610912186 6610912181 9781317452140 1317452143 |
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| 100 | 1 | |a Jones, John Philip. |0 http://id.loc.gov/authorities/names/n85230245 | |
| 245 | 1 | 0 | |a What's in a name? : |b advertising and the concept of brands / |c by John Philip Jones and Jan S. Slater. |
| 250 | |a 2nd ed. | ||
| 260 | |a Armonk, N.Y. : |b M.E. Sharpe, |c ©2003. | ||
| 300 | |a 1 online resource (xxiii, 308 pages :) | ||
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| 347 | |a data file | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a List of Tables and Figures; Foreword: Advertising and Brand Planning; 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 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building. | |
| 520 | |a This text 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. Recommendations for developing better advertising are included. | ||
| 506 | |3 Use copy |f Restrictions unspecified |2 star |5 MiAaHDL | ||
| 533 | |a Electronic reproduction. |b [Place of publication not identified] : |c HathiTrust Digital Library, |d 2011. |5 MiAaHDL | ||
| 538 | |a Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. |u http://purl.oclc.org/DLF/benchrepro0212 |5 MiAaHDL | ||
| 583 | 1 | |a digitized |c 2011 |h HathiTrust Digital Library |l committed to preserve |2 pda |5 MiAaHDL | |
| 546 | |a English. | ||
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 0 | |a Brand name products. |0 http://id.loc.gov/authorities/subjects/sh85016403 | |
| 650 | 2 | |a Advertising. | |
| 650 | 6 | |a Publicité. | |
| 650 | 6 | |a Produits de marque. | |
| 650 | 7 | |a advertising. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x Research. |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Markenname |2 gnd |0 http://d-nb.info/gnd/4114513-6 | |
| 650 | 7 | |a Markenartikel |2 gnd |0 http://d-nb.info/gnd/4037584-5 | |
| 650 | 1 | 7 | |a Reclame. |2 gtt |
| 650 | 1 | 7 | |a Merkartikelen. |2 gtt |
| 700 | 1 | |a Slater, Jan. |0 http://id.loc.gov/authorities/names/n97028570 | |
| 758 | |i has work: |a What's in a name? (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFMFPG4rvVWKKtqCwTyVQ3 |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Jones, John Philip. |t What's in a name?. |b 2nd ed. |d Armonk, N.Y. : M.E. Sharpe, ©2003 |z 0765609738 |z 9780765609731 |w (DLC) 2002030890 |w (OCoLC)50643647 |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBA-ocn228172887 |
|---|---|
| _version_ | 1813903316927643648 |
| adam_text | |
| any_adam_object | |
| author | Jones, John Philip |
| author2 | Slater, Jan |
| author2_role | |
| author2_variant | j s js |
| author_GND | http://id.loc.gov/authorities/names/n85230245 http://id.loc.gov/authorities/names/n97028570 |
| author_facet | Jones, John Philip Slater, Jan |
| author_role | |
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| author_variant | j p j jp jpj |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 .J718 2003eb |
| callnumber-search | HF5823 .J718 2003eb |
| callnumber-sort | HF 45823 J718 42003EB |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBA |
| contents | List of Tables and Figures; Foreword: Advertising and Brand Planning; 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 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building. |
| ctrlnum | (OCoLC)228172887 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/343 |
| dewey-search | 658.8/343 |
| dewey-sort | 3658.8 3343 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2nd ed. |
| format | Electronic eBook |
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| illustrated | Illustrated |
| indexdate | 2024-10-25T16:16:45Z |
| institution | BVB |
| isbn | 9780765621702 0765621703 9780765609731 0765609738 9781317452157 1317452151 131569820X 9781315698205 1280912189 9781280912184 9786610912186 6610912181 9781317452140 1317452143 |
| language | English |
| oclc_num | 228172887 |
| open_access_boolean | |
| owner | MAIN |
| owner_facet | MAIN |
| physical | 1 online resource (xxiii, 308 pages :) |
| psigel | ZDB-4-EBA |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | M.E. Sharpe, |
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| spelling | Jones, John Philip. http://id.loc.gov/authorities/names/n85230245 What's in a name? : advertising and the concept of brands / by John Philip Jones and Jan S. Slater. 2nd ed. Armonk, N.Y. : M.E. Sharpe, ©2003. 1 online resource (xxiii, 308 pages :) text txt rdacontent computer c rdamedia online resource cr rdacarrier polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 data file Includes bibliographical references and index. Print version record. List of Tables and Figures; Foreword: Advertising and Brand Planning; 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 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building. This text 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. Recommendations for developing better advertising are included. Use copy Restrictions unspecified star MiAaHDL Electronic reproduction. [Place of publication not identified] : HathiTrust Digital Library, 2011. MiAaHDL Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL English. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Advertising. Publicité. Produits de marque. advertising. aat BUSINESS & ECONOMICS Marketing Research. bisacsh Advertising fast Brand name products fast Markenname gnd http://d-nb.info/gnd/4114513-6 Markenartikel gnd http://d-nb.info/gnd/4037584-5 Reclame. gtt Merkartikelen. gtt Slater, Jan. http://id.loc.gov/authorities/names/n97028570 has work: What's in a name? (Text) https://id.oclc.org/worldcat/entity/E39PCFMFPG4rvVWKKtqCwTyVQ3 https://id.oclc.org/worldcat/ontology/hasWork Print version: Jones, John Philip. What's in a name?. 2nd ed. Armonk, N.Y. : M.E. Sharpe, ©2003 0765609738 9780765609731 (DLC) 2002030890 (OCoLC)50643647 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199818 Volltext CBO01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199818 Volltext |
| spellingShingle | Jones, John Philip What's in a name? : advertising and the concept of brands / List of Tables and Figures; Foreword: Advertising and Brand Planning; 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 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Advertising. Publicité. Produits de marque. advertising. aat BUSINESS & ECONOMICS Marketing Research. bisacsh Advertising fast Brand name products fast Markenname gnd http://d-nb.info/gnd/4114513-6 Markenartikel gnd http://d-nb.info/gnd/4037584-5 Reclame. gtt Merkartikelen. gtt |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001086 http://id.loc.gov/authorities/subjects/sh85016403 http://d-nb.info/gnd/4114513-6 http://d-nb.info/gnd/4037584-5 |
| title | What's in a name? : advertising and the concept of brands / |
| title_auth | What's in a name? : advertising and the concept of brands / |
| title_exact_search | What's in a name? : advertising and the concept of brands / |
| title_full | What's in a name? : advertising and the concept of brands / by John Philip Jones and Jan S. Slater. |
| title_fullStr | What's in a name? : advertising and the concept of brands / by John Philip Jones and Jan S. Slater. |
| title_full_unstemmed | What's in a name? : advertising and the concept of brands / by John Philip Jones and Jan S. Slater. |
| title_short | What's in a name? : |
| title_sort | what s in a name advertising and the concept of brands |
| title_sub | advertising and the concept of brands / |
| topic | Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Advertising. Publicité. Produits de marque. advertising. aat BUSINESS & ECONOMICS Marketing Research. bisacsh Advertising fast Brand name products fast Markenname gnd http://d-nb.info/gnd/4114513-6 Markenartikel gnd http://d-nb.info/gnd/4037584-5 Reclame. gtt Merkartikelen. gtt |
| topic_facet | Advertising. Brand name products. Publicité. Produits de marque. advertising. BUSINESS & ECONOMICS Marketing Research. Advertising Brand name products Markenname Markenartikel Reclame. Merkartikelen. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199818 |
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