Managing Corporate Brands: A New Approach to Corporate Communication - Marcos Ormeno - Books - Deutscher Universitats-Verlag - 9783835007819 - July 26, 2007
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Marcos Ormeno
Managing Corporate Brands: A New Approach to Corporate Communication 2007 edition

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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

Media Books     Paperback Book   (Book with soft cover and glued back)
Released July 26, 2007
ISBN13 9783835007819
Publishers Deutscher Universitats-Verlag
Pages 323
Dimensions 148 × 210 × 18 mm   ·   417 g
Language English   German  

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