Branding: A Key Marketing Tool

Edited by John M. Murphy

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 1992
Edition: Second Edition
ISBN: 978-1-349-12628-6
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Chapters in this book:

Ch 1 What Is Branding?

John M. Murphy

Ch 2 History of Branding

Adrian Room

Ch 3 The Psychology of Names

Leslie Collins

Ch 4 The Legal Side of Branding

Clarke Graham and Mark Peroff

Ch 5 Making Your Brands Work Harder

Laurence Hefter

Ch 6 Commercial Counterfeiting

Vincent Carratu

Ch 7 Developing New Brands

Tom Blackett and Graham Denton

Ch 8 Developing New Brand Names

John M. Murphy

Ch 9 Creative Execution

Mervyn Kurlansky

Ch 10 The Opportunity for World Brands

Steve Winram

Ch 11 Branding — the Retailer’s Viewpoint

Terry Leahy

Ch 12 The Branding of Services

Russell Taylor

Ch 13 Branding in the Pharmaceutical Industry

Barbara Sudovar

Ch 14 Branding at Austin Rover

Terry Nolan

Ch 15 The Wide World of Branding

Terry Oliver

Ch 16 The Corporate Identity as the Brand

John Diefenbach

Ch 17 Organising for New Product Development

Robert Grayson

Ch 18 The Future of Branding

Klaus Morwind

Ch 19 Assessing the Value of Brands

John M. Murphy

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-1-349-12628-6

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349126286

DOI: 10.1007/978-1-349-12628-6

Access Statistics for this book

More books in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().