Managing Corporate Brands : A new approach to corporate communication
- Author
- Marcos Ormeño
- Publication Year
- 2007
- Publisher
- Springer
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
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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.
Keywords: Business and Economics / Markenmanagement / Mediaselektion / Public Relations / Reputation / Brand / Communication
