Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology). Капитал бренда и реклама: роль рекламы в создании сильных брендов (Реклама и психология потребителей)

摘要: This book does not really address questions like how the brand fit with strategy or an organisation's core competences. But it a superb job of illustrating huge variety ways that creativity can be embedded into brand's communication relationships consumers. Chris Macrae, Editor Brand Chartering Handbook and MELNET