What's in a Name?: Advertising and the Concept of Brands

by John Philip Jones, Jan S. Slater

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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 l...more

Hardcover, 320 pages

Published March 7th 2003 by M.E. Sharpe

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Books by John Philip Jones

International Advertising: Realities and Myths

When Ads Work: New Proof That Advertising Triggers Sales

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Advertising Organizations And Publications: A Resource Guide

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