How to Use Advertising to Build Strong Brands [electronic resource] / edited by John Philip Jones.

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

Online Access:	Full Text (via SAGE)
Other Authors:	Jones, John Philip
Format:	Electronic eBook
Language:	English
Published:	Thousand Oaks, California : Sage Publications, ©1999.
Subjects:	Advertising > Brand name products. Brand name products.