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|a 923360808
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|a 9788763099646
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|2 22
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|a UAMI
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|a Corporate branding :
|b Purpose/people/process : Towards the second wave of corporate branding.
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| 260 |
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|a Copenhagen :
|b Copenhagen Business School Press,
|c 2006.
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| 300 |
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|a 1 online resource (252 pages) :
|b illustrations
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| 336 |
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
|b cr
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|a Print version record.
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|a CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS -- Table of Contents -- 1 CORPORATE BRANDING � AN EVOLVING CONCEPT -- Corporate Branding Myths -- Myth 1: Corporate Branding is Like Product Branding -- Just at the Organizational Level! -- Myth 2: Corporate Branding is �Owned� by the Marketing Department! -- Myth 3: Corporate Branding is Like a Sugar Coating! -- Myth 4: The Goal of Corporate Branding is to Standardize the Organization�s Communication! -- Myth 5: Corporate Branding Automatically Mobilizes the Organization�s Employees!
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|a Myth 6: Corporate Branding is Only Relevant for Commercial Organizations!Moving Towards the Second Wave of Corporate Branding -- Organization of the Book -- 2 A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING -- From Trademark to Brand -- Corporate Branding as a Cross-Disciplinary Construct -- From Product Thinking to the Organization as Brand -- From Fragmentation to Corporate Communication -- Branding through Identity and Employees -- From Positions to Strategic Reputation -- Contributions to Corporate Branding Practices
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|a Towards the Second Wave of Corporate BrandingBranding Paradoxes -- 3 CORPORATE BRANDING AND THE �CONFORMITY TRAP� -- Uniqueness and Differentiation as Themes in the Corporate Branding Literature -- Defining the �Conformity Trap� -- The �Uniqueness Paradox� -- Uniqueness, Differentiation and Narcissism -- Corporate Branding as Monopoly on Meaning � the Problem with Groupthink -- Corporate Branding as a Promise � the Problem of �Path Dependency� -- Possible Ways to Escape the �Conformity Trap�
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|a Uniqueness Revisited � Towards a Relationship-Based Perception of Uniqueness and DifferentiationInputs into New Corporate Branding Practices -- Towards Corporate Branding as Relationship -- 4 A COMMUNAL APPROACH TO CORPORATE BRANDING -- Why Focus on Integration? -- The Creating, Connected, and Empowered Consumer -- Branded Goods Under Pressure! -- Towards a New Value Creation Paradigm -- Practical Examples of Organization and Consumer Integration -- IKEA � Integration via Co-Creation of Values and Attitudes
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| 505 |
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|a Jones Soda � Integration via Co-creation of the ProductWeight Watchers � Integration via Co-Creation of Social Communities -- Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding -- A Brand Community as a �Space� for Consumer Integration -- A Communal Approach to Corporate Branding: Implications -- Conclusion -- 5 LIVING THE BRAND -- The Employee as a Living Brand -- Living the Brand: A Marketing and Communications Based Perspective vs. a Norms and Values Based Perspective
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| 590 |
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|a ProQuest Ebook Central
|b Ebook Central Academic Complete
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| 650 |
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0 |
|a Branding (Marketing)
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| 650 |
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|a Brand name products.
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| 650 |
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6 |
|a Stratégie de marque.
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| 650 |
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6 |
|a Produits de marque.
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| 650 |
|
7 |
|a branding.
|2 aat
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| 650 |
|
7 |
|a BUSINESS & ECONOMICS
|x Industrial Management.
|2 bisacsh
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| 650 |
|
7 |
|a BUSINESS & ECONOMICS
|x Management.
|2 bisacsh
|
| 650 |
|
7 |
|a BUSINESS & ECONOMICS
|x Management Science.
|2 bisacsh
|
| 650 |
|
7 |
|a BUSINESS & ECONOMICS
|x Organizational Behavior.
|2 bisacsh
|
| 650 |
|
7 |
|a Brand name products
|2 fast
|
| 650 |
|
7 |
|a Branding (Marketing)
|2 fast
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| 700 |
1 |
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|a Schultz, Majken.
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| 700 |
1 |
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|a Antorini, Yun Mi.
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| 700 |
1 |
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|a Csaba, Fabian F.
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| 758 |
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|i has work:
|a Corporate branding (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCGVcRPdqmCwRfY4QpmPHhb
|4 https://id.oclc.org/worldcat/ontology/hasWork
|
| 776 |
0 |
8 |
|i Print version:
|a Schultz, Majken.
|t Corporate Branding : Purpose/People/Process.
|d Frederiksberg : Copenhagen Business School Press, ©2005
|z 9788763001403
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| 856 |
4 |
0 |
|u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=3400778
|z Texto completo
|
| 938 |
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|a EBL - Ebook Library
|b EBLB
|n EBL3400778
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| 938 |
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|a EBSCOhost
|b EBSC
|n 526879
|
| 994 |
|
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|a 92
|b IZTAP
|
