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Managing corporate brands: a new approach to corporate communication
Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lengths 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 decis…
- Edition
- -
- ISBN/ISSN
- 9783835095991
- Collation
- 1 online resource (XXIII, 322 pages) : illustratio
- Series Title
- -
- Call Number
- 659.2 DOW c
Advanced brand management : managing brands in a changing world
The most indispensable and practical book on brand management ever! One of the world's leading brand experts Paul Temporal provides a complete guide on developing and managing sophisticated strategies that will ensure sustainable brand value
- Edition
- 2nd ed
- ISBN/ISSN
- 9780470824498
- Collation
- xix, 350 pages : illustrations ; 24 cm
- Series Title
- -
- Call Number
- [KOM-LIB-198]
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