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- catalog abstract "This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.".
- catalog contributor b11320636.
- catalog created "c1999.".
- catalog date "1999".
- catalog date "c1999.".
- catalog dateCopyrighted "c1999.".
- catalog description "Includes bibliographical references and indexes.".
- catalog description "Pt. 1. How agencies operate -- pt. 2. Creative aspects -- pt. 3. Media aspects -- pt. 4. Sales promotions and specialist media. Integrated marketing communications in practice / John Deighton -- pt. 5. Legislation and ethics.".
- catalog description "This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.".
- catalog extent "548 p. :".
- catalog hasFormat "How to use advertising to build strong brands.".
- catalog identifier "076191238X (acid-free paper)".
- catalog identifier "0761912398 (acid-free paper)".
- catalog identifier "0761912428 (cloth : acid-free paper)".
- catalog identifier "0761912436 (pbk. : acid-free paper)".
- catalog isFormatOf "How to use advertising to build strong brands.".
- catalog issued "1999".
- catalog issued "c1999.".
- catalog language "eng".
- catalog publisher "Thousand Oaks, Calif. : Sage Publications,".
- catalog relation "How to use advertising to build strong brands.".
- catalog spatial "United States.".
- catalog subject "659.1 21".
- catalog subject "Advertising Brand name products.".
- catalog subject "Advertising United States.".
- catalog subject "Advertising.".
- catalog subject "Brand name products.".
- catalog subject "HF5813.U6 A635 1999".
- catalog subject "HF6161.B4 H69 1999".
- catalog tableOfContents "Pt. 1. How agencies operate -- pt. 2. Creative aspects -- pt. 3. Media aspects -- pt. 4. Sales promotions and specialist media. Integrated marketing communications in practice / John Deighton -- pt. 5. Legislation and ethics.".
- catalog title "The advertising business : operations, creativity, media planning, integrated communications / edited by John Philip Jones.".
- catalog type "text".