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Brand Equity & Advertising - Advertising's Role in Building Strong Brands (Hardcover)
Loot Price: R4,869
Discovery Miles 48 690
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Brand Equity & Advertising - Advertising's Role in Building Strong Brands (Hardcover)
Expected to ship within 12 - 17 working days
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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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