How to use advertising to build strong brands /

This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.

Bibliographic Details

Corporate Author:	Sage Publications
Other Authors:	Jones, John Philip
Format:	eBook
Language:	English
Published:	Thousand Oaks, Calif. ; London : SAGE, c1999.
Subjects:	Advertising > Brand name products. Brand name products. Electronic books.
Online Access:	Connect to the full text of this electronic book