|
|
books
| book details |
The Research Contributions of Donald R. Lehmann to Marketing, Volume 5: Advertising and Branding
Edited by Kevin Lane Keller
|
|
| on special |
normal price: R 6 216.95
Price: R 5 594.95
|
| book description |
The ""Great Thinkers in Marketing"" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Kevin Lane Keller, addresses Lehmann’s impact on advertising and branding research. Examining his work on advertising effectiveness and efficiency, it also focuses on his contributions to building and assessing brand strength. Additionally, Lehmann's exploration of communication and branding strategies for new products is discussed. Featuring an interview with Lehmann himself as well as three insightful commentaries from frequent co-authors of his, this work showcases Lehmann’s enduring influence on advertising and branding scholarship.
| product details |
Normally shipped |
Publisher | Springer International Publishing AG
Published date | 15 Jul 2026
Language |
Format | Hardback
Pages | 549
Dimensions | 235 x 155 x 0mm (L x W x H)
Weight | 0g
ISBN | 978-3-0318-8074-2
Readership Age |
BISAC | business & economics / sales & selling
| other options |
Normally shipped |
Readership Age |
Normal Price | R 7 859.95
Price | R 7 073.95
| on special |
|
|
To view the items in your trolley please sign in.
| sign in |
|
|
|
| specials |
|
|
Matt Dinniman
Paperback / softback
480 pages
was: R 523.95
now: R 461.95
|
|
An epic love story with the pulse of a thriller that asks: what would you risk for a second chance at first love?
|
|
|
|
|
|
