Managing Corporate Brands

Name: Managing Corporate Brands
Author: Marcos Ormeno

A new approach to corporate communication

Specificaties

Paperback, 323 blz. | Engels

Deutscher Universitätsverlag | 2007e druk, 2007

ISBN13: 9783835007819

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Deutscher Universitätsverlag 2007e druk, 2007 9783835007819

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Samenvatting

Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.

Specificaties

ISBN13:9783835007819

Taal:Engels

Bindwijze:paperback

Aantal pagina's:323

Uitgever:Deutscher Universitätsverlag

Druk:2007

Hoofdrubriek:Reclame en verkoop, Marketing

Inhoudsopgave

Corporate brands, corporate communication and their growing importance

Behavioural foundations and behavioural framework

Managerial foundations

Managerial decision-making model

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