Contributor
Jones, John Philip.
Imprint:Thousand Oaks, Calif. : Sage Publications, c1999.
Description394 p. : ill. ; 24 cm.
Note:Brands and Added Values / John Philip Jones. - Brand Ideas and Their Importance: "When Do You Tell the Agency What the Brand Means?" / Harold F. Clark, Jr. - Brands and Their Symbols / Judie Lannon. - Gestalt: How Brands Are Influenced by Multiple Communications / John Philip Jones. - Brands and Advertising / Roderick White. - Brand Equity: Do We Really Need It? / Paul Feldwick. - Putting a Price on Brand Equity / David Haigh. - Parity: Consumer Perceptions That All Brands Are Alike / John Philip Jones. - Brand Management / John Philip Jones. - A Marketing Template for New Brands / John Philip Jones. - The Initial Growth Cycle of a New Brand / John Philip Jones. - New Brands: Success Rate and Criteria for Success / Jan S. Slater. - Exploring Brand Magic / Alexander L. Biel. - How Advertising Builds Brand Equity / Andy Farr. - Life-Cycle Theory / John Philip Jones. - The Defensive Role of Advertising / Paul Feldwick. - Are All Consumers Equal? Segmentation: The Statute of Limitations / Mark Stockdale. - Relationship Marketing / John Dalla Costa. - A Picture of a Brand: Campbell's Soup / Carla V. Lloyd. - The Case for Collectible Brands / Jan S. Slater. - Political Advertising: How It Works and Who Benefits / Filip Palda, Kristian Palda. - Cable Television Stations as Brands / Mary Baumgartner Jones. - Green Brands and Green Marketing / Janet DiLorenzo, Richard E. Mathisen. - How Brands Should Be Presented to Elderly Consumers / Delight L. Omohundro. - Arts Organizations as Brands: The Role of Effective Direct-Response Communications / Harold F. Clark, Jr. - Education for Advertising in American Universities / Bruce G. Vanden Bergh. - Education for the Creative Process / Constantin G. Cotzias.
Bibliography Note:Includes bibliographical references and index.
