Martin G. Walser breaks with the well established "advertising
paradigm", which postulates that strong brands are above all the
result of advertising. Instead, he focuses on "experiential
information", i.e. the consumers' experience with the brand, as a
main source of brand strength.
General
| Imprint: |
Deutscher Universitats Verlag
|
| Country of origin: |
Germany |
| Series: |
Forschungsgruppe Konsum und Verhalten |
| Release date: |
2004 |
| First published: |
2004 |
| Authors: |
Martin Walser
|
| Dimensions: |
210 x 148 x 17mm (L x W x T) |
| Format: |
Paperback
|
| Pages: |
309 |
| Edition: |
Softcover reprint of the original 1st ed. 2004 |
| ISBN-13: |
978-3-8244-7959-7 |
| Languages: |
English
|
| Subtitles: |
German
|
| Categories: |
Books >
Business & Economics >
Business & management >
Sales & marketing >
General
|
| LSN: |
3-8244-7959-1 |
| Barcode: |
9783824479597 |
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