Managing Corporate Brands : A new approach to corporate communication
- المؤلف
- Marcos Ormeño
- سنة النشر
- 2007
- الناشر
- Springer
- لغة الملف
- انكليزي
- نوع الملف
- Book
- تصنيف الكتاب
- Business Administration
- تحميل الكتاب قراءة الكتاب
Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
الكلمات المفتاحية: Business and Economics / Markenmanagement / Mediaselektion / Public Relations / Reputation / Brand / Communication
