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.
€111.06
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Ngôn ngữ Anh ● định dạng PDF ● Trang 390 ● ISBN 9781317759836 ● Biên tập viên David A. Aaker & Alexander Biel ● Nhà xuất bản Taylor and Francis ● Được phát hành 2013 ● Có thể tải xuống 6 lần ● Tiền tệ EUR ● TÔI 2823785 ● Sao chép bảo vệ Adobe DRM
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