TY  - BOOK
AU  - Jones John Philip
TI  - What's in a brand?:  Building brand equity through advertising   
SN  - 0074632019
U1  - X:511, N8 
PY  - 1998///
CY  -  New Delhi 
PB  - Tata McGraw-Hill Publishing Co      
N1  - Bibliography: P 323-325
ER  -