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e-book

Brand Equity& Advertising - Advertising'apos;s Role in Building Strong Brands (Cód: 9670495)

Aaker, David A.; Alexander L. Biel

Taylor & Francis Ltd (Livros Digitais)

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Brand Equity& Advertising - Advertising'apos;s Role in Building Strong Brands

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Descrição

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'quot;real world.'quot; 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.

Características

Peso 0.00 Kg
Produto sob encomenda Sim
Marca Taylor & Francis Ltd (Livros Digitais)
Número de Páginas 432 (aproximado)
Idioma 337
Acabamento e-book
Territorialidade Internacional
Formato Livro Digital Epub
Gratuito Não
Proteção Drm Sim
Tamanho do Arquivo 3801
Início da Venda 31/10/2013
Código do Formato Epub
Cód. Barras 9781317759829
Ano da Publicação 113
AutorAaker, David A.; Alexander L. Biel