Billboard and Brand Image: A case of Pakistan.

      Аннотация: Writing this book on a key aspect of marketing has been an enjoyable experience. This book comprehensively covers the issues of branding, billboards and its impact on the perception of customers. The First chapter contains an introduction of the book and its key concepts. The second chapter covers theoretical background of constructs in detail. Third chapter discusses the methodology of work. Whereas, the analysis of the results, its discussion, and recommendations educates the research cycle as it encompasses the full gamut from qualitative to quantitative work. Additionally, the book provides a case study of telecom industry operating in Pakistan. I expect that students will enjoy this book.

Ключевые слова: Marketing, Advertising, billboards, Brand Images.