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Managing Corporate Brands: A New Approach to Corporate Communication Marcos Ormeno 2007 edition
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Managing Corporate Brands: A New Approach to Corporate Communication
Marcos Ormeno
Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lenghts to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication.
323 pages, 31 black & white tables, biography
| メディア | 書籍 Paperback Book (ソフトカバーで背表紙を接着した本) |
| リリース済み | 2007年7月26日 |
| ISBN13 | 9783835007819 |
| 出版社 | Deutscher Universitats-Verlag |
| ページ数 | 323 |
| 寸法 | 148 × 210 × 18 mm · 417 g |
| 言語 | 英語 ドイツ語 |
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