Building Corporate Identity, Image and Reputation in the Digital Era
Language: English
Published by Taylor & Francis, 2023
- Softcover
- New
Condition: New
£ 41.78
Quantity: Over 20 available
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Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. T C Melewar is Professor of Marketing and Strategy with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK.Charles Dennis is Professor of Consumer Behaviour with the Department of Marke.
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- Title
- Building Corporate Identity, Image and Reputation in the Digital Era
- Publisher
- Taylor & Francis
- Publication year
- 2023
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0367531240
- ISBN 13
- 9780367531249
- Series
- Book 22 of 60: Routledge Studies in Marketing
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation.
Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world.
The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
"Synopsis" may belong to another edition of this title.
About the Author
T C Melewar is Professor of Marketing and Strategy with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK.
Charles Dennis is Professor of Consumer Behaviour with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK.
Pantea Foroudi is a Senior Lecturer in Branding with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK.
"About the title" may belong to another edition of this title.
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