A comprehensive exploration of strategic brand leadership, from an expert in the fastgrowing field of brandequity, uses hundreds of studies of leading firms including General Electric, to show the strategic potential of brand management in a worldbased economy. (view table of contents)

Product Description: With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products...read more (view table of contents, read Amazon.com's description)

Product Description: Provides a wealth of resources needed to create a total, flexible program enabling ministers to meet the needs of all grieving persons in the parish community. A unique program, with reproducible material available online, The Bereavement Ministry Program will be an often-consulted, widely-used resource for any church or parish that is committed to providing effective, compassionate bereavement care...read more (view table of contents, read Amazon.com's description)

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process. (view table of contents)

Advises corportations on the functions of brands, offers strategies for marketing them, and presents success stories from the marketplace (view table of contents)

Product Description: 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...read more

Looks at the intangible value of company name, brand, symbol, and slogan, and discusses cases in which this brand equity has been used successfully or poorly (view table of contents)

Product Description: The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range of experts, the 42 articles -- half of them new to this edition -- cover today's most important consumer and public policy issues: advertising and the disclosure of consumer information, selling practices, anti-trust issues and competition, product safety, liability, and consumer satisfaction...read more