How to Use Advertising to Build Strong Brands 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Jones, John Philip 编作者

Sage Publications, Inc

译者

1999-07-13 出版日期

408 页数

USD 64.95 价格

Paperback

丛书系列

9780761912439 图书编码

How to Use Advertising to Build Strong Brands 在线电子书图书标签: 品牌 Advertising

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How to Use Advertising to Build Strong Brands 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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“John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.” --Andy Fenning, Executive Vice President, Director of Strategic Development,J. Walter Thompson, New York Advertising’s greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What’s in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and “brand magic.” The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business.

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