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CHOICE Review

Jones is now chairman of the Advertising Department at the Newhouse School of Public Communications, Syracuse University, following an extensive career in advertising and brand management. He challenges several long-standing axioms of brand analysis and brand management in an attempt to explain these functions from a ``real world'' perspective. Coverage includes influences in shaping a brand in all life stages; repeat-buying theory; explanation and comment on campaign strategy and advertising research; and impact of advertising pressure on campaign longevity and effectiveness. It concludes with possible strategies to maximize advertising effectiveness. A good introduction outlines and summarizes brand management. Each of the 12 chapters is followed by detailed reference notes. A comprehensive bibliography would have been valuable for the researcher; but an extensive index is included. The book's conversational style and the author's reflections and interjections are sometimes difficult to follow. Suitable for upper-division and graduate students in marketing and advertising, it would be an important addition to libraries serving business practitioners.-R.W. Hasty, University of Texas at El Paso