Contemplating Corporate Branding, Marketing and Communications in the 21st Century Herausgeber: Balmer, John M T; González del Valle Brena, Almudena; Illia, Laura
Contemplating Corporate Branding, Marketing and Communications in the 21st Century Herausgeber: Balmer, John M T; González del Valle Brena, Almudena; Illia, Laura
Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas.
Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas.
John M. T. Balmer is Director of the Marketing Research Group and Professor of Corporate Marketing at Brunel Business School, UK and quondam Professor of Corporate Brand/Identity Management at Bradford School of Management, UK Laura Illia is Assistant Professor and Academic Director of the Master in Corporate Communication at IE University, Madrid, Spain. She investigated and taught at the University of Cambridge, London School of Economics and the University of Lugano, Switzerland, where she received her PhD Almudena González del Valle Brena is Researcher at Universidad Internacional de la Rioja, Spain and Online Lecturer at IEP in Madrid. She has investigated and taught at IE University, Spain and other private universities in Spain and the UK. She received her PhD from the University of Westminster, UK
Inhaltsangabe
Preface 1. Organizational Marketing: Its Nature and Strategic Significance? 2. Corporate Communication and the Corporate Persona 3. Managing Brands From Within Part I: Managing Corporate Brands: Integrating them with Multiple and National Identities 4. Confucius meets Mao: The Changing Chinese National Identity and Implications for National Branding 5. Corporate Brand Intergration in Mergers and Acquisitions Part II: An Employee Perspective to Brand and Identity Management 6. Relationships and Quality Management: The Pastificio Rana Case Study 7. Corporate Branding: An Employee Perspective Part III: Brand, CSR and Reputation 8. Successfully Establishing a Green Image for an Established Detergent Brand: The 'Small and Mighty' Case 9. Haven't we met Before?: An Investigation on the Influence of Familiarity on the Cognitive Process Underlying Reputation Formation
Preface 1. Organizational Marketing: Its Nature and Strategic Significance? 2. Corporate Communication and the Corporate Persona 3. Managing Brands From Within Part I: Managing Corporate Brands: Integrating them with Multiple and National Identities 4. Confucius meets Mao: The Changing Chinese National Identity and Implications for National Branding 5. Corporate Brand Intergration in Mergers and Acquisitions Part II: An Employee Perspective to Brand and Identity Management 6. Relationships and Quality Management: The Pastificio Rana Case Study 7. Corporate Branding: An Employee Perspective Part III: Brand, CSR and Reputation 8. Successfully Establishing a Green Image for an Established Detergent Brand: The 'Small and Mighty' Case 9. Haven't we met Before?: An Investigation on the Influence of Familiarity on the Cognitive Process Underlying Reputation Formation
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