The Language of Branding
Theory, Strategies, and Tactics
The Language of Branding: Theory, Strategies and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence - and sales - of a brand. The book covers the fundamentals of brand language and applications for an array of marketing initiatives. Students will learn why brand language matters, how languag…
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Produktdetails
Weitere Autoren: Morais, Robert J. / Luna, David
- ISBN: 978-1-136-49432-1
- EAN: 9781136494321
- Produktnummer: 25329552
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 170 S.
- Plattform: EPUB
- Masse: 3'847 KB
- Abbildungen: 44 schwarz-weiße Abbildungen, 40 schwarz-weiße Fotos, 4 schwarz-weiße Zeichnungen, 5 schwarz-weiße Tabellen
Über den Autor
Dawn Lerman is Professor of Marketing and Executive Director of the Center for Positive Marketing at Fordham University's Gabelli School of Business, where she also serves as Associate Dean for Graduate Studies.Robert J. Morais is Principal Emeritus of Weinman Schnee Morais, USA, and an Adjunct Professor at Columbia Business School, USA. A trained anthropologist, he has 35 years of experience working in advertising and marketing research for a range of global businesses. David Luna is Professor and Chair of the Aaronson Department of Marketing and International Business at Baruch College, City University of New York, USA.
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