Abstract
‘Branding — the Marketing Advantage’ is a new video package from BBC for Business. It is offered as a flexible training resource for those who are looking at the issues confronting brands and brand managers in the late 1990s. This is an exemplary package which will find a ready and appreciative audience, particularly among those who are looking for a strategic approach to the subject.
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1Mark Uncles is Heinz Professor of Brand Management at Bradford Management Centre, University of Bradford. He graduated from the University of Bristol with a BSc and PhD in Geography. Before moving to Bradford he spent nine years on the faculty at London Business School. Research and teaching interests include brand management, consumer loyalty and retail modelling. Mark has published in many journals, including the International Journal of Research in Marketing, Journal of Retailing, Journal of Advertising Research, Marketing Science and Transportation Research, and has contributed articles to Marketing, Marketing Society Review, and other trade publications.
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Uncles, M. Branding — the marketing advantage. J Brand Manag 3, 9–21 (1995). https://doi.org/10.1057/bm.1995.26
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DOI: https://doi.org/10.1057/bm.1995.26