Facets of Corporate Identity, Communication and Reputation (eBook, ePUB)

Redaktion: Melewar, Tc

• Format: ePub

Produktbeschreibung

Corporate branding and communication is big business. This book brings clarity and new theoretical insights to a growing area of study, and will be a key companion for students of marketing, communications and international business.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 256
• Erscheinungstermin: 10. April 2008
• Englisch
• ISBN-13: 9781134136117
• Artikelnr.: 38251988

Autorenporträt

T. C. Melewar is Professor of Marketing and Strategy at Zurich University of Applied Sciences, Switzerland.

Inhaltsangabe

Contents: Part 1: Corporate Identity 1. Explicating relation between
identity and culture: a multi-perspective conceptual model 2. An epiphany
of three: corporate identity, corporate brand management, and corporate
marketing 3. Non-Traditional Expressions of organizational visual identity:
reaching consumers through alternative means 4. Illustrations of the
internal management of corporate identity Part 2: Corporate Communication
5. Corporate Communication and corporate reputation: understanding how
(best) practices make a difference 6. How Specific Should Corporate
Communication Be? The Role of Advertising Language in Establishing a
Corporate Reputation for CSR 7. Corporate Communication: reputation in
action 8. Employing effective leadership in a crisis: a case study of
Malden Mills, corporate reputation, and the limits of socially responsible
public relations Part 3: Corporate Reputation 9. Projective corporate
character in the branding of business schools 10. Creating better corporate
reputations: an Australian perspective 11. An Attitudinal measure of
Corporate Reputation 12. Corporate Reputation building: an Asian
perspective