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Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology) - Couverture souple

 
9780805812848: Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)
Couverture souple
ISBN 10 : 0805812849 ISBN 13 : 9780805812848
Editeur : Psychology Press, 1993

Synopsis

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding - a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity - making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

David A. Aaker, Alexander Biel,

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Psychology Press
Date d'édition
1993
Langue
anglais
ISBN 10 
0805812849
ISBN 13 
9780805812848
Reliure
Broché
Nombre de pages
390
Éditeur
Aaker David A., Biel Alexander
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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