The advertising business

"An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, examines all aspects of brand management, brand equity, and new and mature brands. This volume also extends the brand concept in unexpected new areas, including political marketing, green marketing, and the arts.

With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.