MARC record from Internet Archive

LEADER: 03857cam 2200673 a 4500
001 ocn181072576
003 OCoLC
005 20201030212409.0
008 071102s2008 nyuaf b 001 0 eng
010 $a 2007045418
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020 $a9780805864557$q(alk. paper)
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035 $a(OCoLC)181072576$z(OCoLC)176945513$z(OCoLC)1022719388
050 00 $aHF5415.1255$b.B39 2008
082 00 $a658.8/27$222
084 $a85.40$2bcl
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100 1 $aBatey, Mark.
245 10 $aBrand meaning /$cMark Batey.
260 $aNew York :$bRoutledge,$c©2008.
300 $axix, 257 pages, 2 unnumbered pages of plates :$billustrations (some color) ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 225-232) and indexes.
505 0 $aIntroduction -- About brands -- Human motivation: how and why we seek meaning -- Perception -- The meaning of things -- Brand meaning: definitions and directions -- Brand meaning and brand strategy -- The evolution of brand meaning -- Brand communication.
520 1 $a"Brand Meaning takes a comprehensive and holistic look at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands. Traditional marketing concepts are questioned, and a new brand meaning framework is put forward. The book lays out new and fertile territory for the understanding of how brands can both assimilate and provide meaning. It will leave readers with a better appreciation of what brand means and what brands mean." "This book is intended as a supplement for all graduate and undergraduate courses on brand management in marketing, consumer psychology, advertising, and business."--Jacket.
650 0 $aBranding (Marketing)
650 0 $aProduct management.
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aProduct management.$2fast$0(OCoLC)fst01078225
650 7 $aMarkenimage.$0(DE-588)4136439-9$2gnd
650 7 $aWerbepsychologie.$0(DE-588)4140889-5$2gnd
650 7 $aVerbraucher.$0(DE-588)4062632-5$2gnd
650 7 $aMarkenpolitik.$0(DE-588)4144679-3$2gnd
650 17 $aMerkartikelen.$2gtt
650 17 $aBetekenis.$2gtt
650 17 $aConsumentengedrag.$2gtt
776 08 $iOnline version:$aBatey, Mark.$tBrand meaning.$dNew York : Routledge, ©2008$w(OCoLC)608608934
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/ecip084/2007045418.html
856 41 $3Table of contents$qapplication/pdf$uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=016535598&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA$v20090731000000
856 41 $3Table of contents$uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=016535598&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA$v20090731000000
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948 $hNO HOLDINGS IN P4A - 268 OTHER HOLDINGS