Brand Equity & Advertising

Name: Brand Equity & Advertising
SKU: 7666720
Price: 277.99 AUD
Availability: InStock

Advertising's Role in Building Strong Brands

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Paperback / softback

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Description

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 academia 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 academic 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.

Author Biography:

David A. Aaker, Alexander Biel,

Release date Australia

April 1st, 1993

Author

Audiences

Postgraduate, Research & Scholarly
Professional & Vocational
Undergraduate

Contributor

Edited by Alexander Biel

Pages

390

Dimensions

152x229x24

ISBN-13

9780805812848

Product ID

7666720

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