Brand, Organizational Identity and Reputation in SMEs - An Overview : Qualitative Market Research - Issue 4, Volume 10.

As we progress through the 21st century, organizations? small, medium and large - are competing in an environment that is global in nature and scope, information rich and knowledge based. In compiling this e-book, the increasing role that brand, organizational identity and reputation occupy in compe...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Abimbola, Temi
Otros Autores: Vallaster, Christine
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bradford : Emerald Group Pub., 2007.
Temas:
Marketing research.
Branding (Marketing)
Marketing > Recherche.
Stratégie de marque.
branding.
Marketing research
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; CONTENTS; EDITORIAL ADVISORY AND REVIEW BOARD; Brand, organisational identity and reputation in SMEs: an overview; The corporate brand naming process in the net economy; Communicating brand personality: are the web sites doing the talking for food SMEs?; Organisational marketing in the creative industries; A resource-based view of the small firm; A theory of brand-led SME new venture development; Brand, organization identity and reputation: SMEs as expressive organizations.

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