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Brand equity & advertising

advertising's role in building strong brands
Suche nach diesem Verfasser
Verfasserangabe: edited by David A. Aaker, Alexander L. Biel
Jahr: [1993]
Verlag: New York, [New York] ; London, Psychology Press
Mediengruppe: eBook/eResource
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Inhalt

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.

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Suche nach diesem Verfasser
Verfasserangabe: edited by David A. Aaker, Alexander L. Biel
Jahr: [1993]
Verlag: New York, [New York] ; London, Psychology Press
Suche nach dieser Systematik
Suche nach diesem Interessenskreis
ISBN: 978-1-317-75983-6
2. ISBN: 9780805812848
Beschreibung: x, 380 Seiten, Illustrationen
Schlagwörter: Brand Equity, Advertising, Marketing, USA, Brand, Markenbewertung, Brand Value, Markenwert, Werbung, America, Amerika, Markenartikel
Beteiligte Personen: Suche nach dieser Beteiligten Person Aaker, David A.: 1938- (Herausgeber); Biel, Alexander L. (Herausgeber)
Sprache: eng
Mediengruppe: eBook/eResource