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Brand Equity & Advertising

Name: Brand Equity & Advertising
Brand: Taylor & Francis Ltd
SKU: 13598019
Price: 289.19 EUR
Availability: InStock
Author: AAKER
ISBN: 9781138150522

AAKER

Lingua

Inglese

Libro Rigido

Casa editrice Taylor & Francis Ltd, agosto 2016

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on bra... Descrizione completa

Codice Libristo: 13598019

708 b

289.19 €

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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.