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Corporate Branding : Areas, arenas and approaches.
A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business pe...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2015.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Title Page; Copyright Page; Dedication; Table of Contents; List of figures; List of tables; Notes on contributors; Foreword; Acknowledgements; Introduction; PART I Corporate brand: areas; 1 Corporate brand: Europe; 2 Corporate brand: USA; 3 Corporate brand: Asia; 4 Corporate brand: New Zealand; PART II Corporate brand: arenas; 5 Corporate brand: online; 6 Corporate brand: business-to-business; 7 Corporate brand: professional service firms; 8 Corporate brand: place/destination branding; PART III Corporate brand: approaches; 9 Corporate brand: structural equation modelling.
- 10 Corporate brand: case study research11 Corporate brand: experimental research; 12 Corporate brand: expert interviews; PART IV Conclusion to corporate brand; Corporate brand: future and challenges; Index.