What's in a Name?: Advertising and the Concept of Brands

What's in a Name?: Advertising and the Concept of Brands
David M Jones

J. Hugh Davidson, “Why Most New Consumer Brands Fail,” Harvard Business Review (March–April 1976): 117–122. 14. Peter Carter and Roz Hatt, “How Far Does Advertising Protect the Brand Franchise?” Admap (May 1983): 261–280. 15 .

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