Name: Brand Equity & Advertising: Advertising's Role in Building Strong Brands (en Inglés)
Price: 3300.53 MXN
Availability: InStock
Author: David A. Aaker Alexander L. Biel Alexander Biel
ISBN: 9781138150522

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Formato

Libro Físico

Editorial

Psychology Press

Autor

David A. Aaker Alexander L. Biel Alexander Biel

Idioma

Inglés

N° páginas

390

Encuadernación

Tapa Dura

ISBN13

9781138150522

N° edición

Brand Equity & Advertising: Advertising's Role in Building Strong Brands (en Inglés)

David A. Aaker Alexander L. Biel Alexander Biel (Autor) · Psychology Press · Tapa Dura

Libro Físico

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Reseña del libro "Brand Equity & Advertising: Advertising's Role in Building Strong Brands (en Inglés)"

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.