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Brand mascots : and other marketing animals

Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. Featuring case studies and empirical analyses from around the world this book presents the latest thinking on beast-based brands. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community.

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Detail Information

Series Title

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Call Number

659.113 Bro b

Publisher

London : Routledge., 2014

Collation

299 p. ; 24 cm.

Language

ISBN/ISSN

9781138825079

Classification

659.113

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MARKETING
Advertising campaigns
ADVERTISING CHARACTERS

Specific Detail Info

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Statement of Responsibility

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