Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.
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