Bücher online kaufen
|
| Der Artikel wird am Ende des Bestellprozesses zum Download zur Verfügung gestellt. |
Contemporary Perspectives on Corporate Marketing
Contemplating Corporate Branding, Marketing and Communications in the 21st Century
Langbeschreibung
Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas.
Inhaltsverzeichnis
Preface 1. Organizational Marketing: Its Nature and Strategic Significance? 2. Corporate Communication and the Corporate Persona 3. Managing Brands From Within Part I: Managing Corporate Brands: Integrating them with Multiple and National Identities 4. Confucius meets Mao: The Changing Chinese National Identity and Implications for National Branding 5. Corporate Brand Intergration in Mergers and Acquisitions Part II: An Employee Perspective to Brand and Identity Management 6. Relationships and Quality Management: The Pastificio Rana Case Study 7. Corporate Branding: An Employee Perspective Part III: Brand, CSR and Reputation 8. Successfully Establishing a Green Image for an Established Detergent Brand: The 'Small and Mighty' Case 9. Haven't we met Before?: An Investigation on the Influence of Familiarity on the Cognitive Process Underlying Reputation Formation
John M. T. Balmer is Director of the Marketing Research Group and Professor of Corporate Marketing at Brunel Business School, UK and quondam Professor of Corporate Brand/Identity Management at Bradford School of Management, UK
ISBN-13:
9781135100612
Veröffentl:
2013
Seiten:
176
Autor:
John M. T. Balmer
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
66,99 €*
Lieferzeit: Sofort lieferbar
Alle Preise inkl. MwSt.