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What's In A Name? - Advertising And The Concept Of Brands

John Philip Jones

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What's In A Name? - Advertising And The Concept Of Brands

by John Philip Jones
Save up to 51%
Compare to estimated retail price: S$43.22  

The item you've got your eye on is secondhand. You probably already know that, but just in case!

The estimated retail price shown next to any listed item represents the first-hand prices we've seen elsewhere, or the estimated original retail price of a comparable item of the same quality, construction and material offered elsewhere in new condition.

What's In A Name? - Advertising And The Concept Of Brands
What's In A Name? - Advertising And The Concept Of Brands

Unveiling the true impact of advertising on brands.

If the power of a name has ever intrigued you, this book is your gateway to understanding the psychology and effectiveness of branding in advertising. John Philip Jones presents compelling arguments, backed by research, that will challenge your perceptions of marketing success and consumer habits. It could change the way you think about every ad you see.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Sale

What's In A Name? - Advertising And The Concept Of Brands

by John Philip Jones
Save up to 51%
Compare to estimated retail price: S$43.22  

The item you've got your eye on is secondhand. You probably already know that, but just in case!

The estimated retail price shown next to any listed item represents the first-hand prices we've seen elsewhere, or the estimated original retail price of a comparable item of the same quality, construction and material offered elsewhere in new condition.

Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Very Good Condition

This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Good Condition

We do our best to ensure the quality of our books, but there is no escaping the wear and tear that comes with time. Slight foxing and some annotations may be present on the pages and the cover. There should be no water damage of any kind. For paperbacks, there may be several crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

Find out more about our process here.

ISBN: 9780669111422
Author: John Philip Jones
Publisher: Jossey-Bass Inc Pub
Date of Publication: 1986-01-01
Format: Hardcover
Related Collections: Economics, Business
Related Topics: Communication, Management, Technology
Goodreads rating: 3.8
(rated by 5 readers)

Description

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising -- once described as "pure gold" by advertising guru David Ogilvy. 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 long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. This new edition of What's In A Name? - Advertising And The Concept Of Brands besides including all-new research findings and examples, adds new coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and expose better advertising.
 

Unveiling the true impact of advertising on brands.

If the power of a name has ever intrigued you, this book is your gateway to understanding the psychology and effectiveness of branding in advertising. John Philip Jones presents compelling arguments, backed by research, that will challenge your perceptions of marketing success and consumer habits. It could change the way you think about every ad you see.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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