Contemporary Perspectives on Corporate Marketing: Contemplating Corporate Branding, Marketing and Communications in the 21st Century

ISBN-13: 9781138206069 / Angielski / Miękka / 2016 / 176 str.

John M. T. Balmer; Laura Illia; Almudena Gonzalez Del Valle Brena

Opis

Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas.

Spis treści

Preface  1. Organizational Marketing: Its Nature and Strategic Significance?  2. Corporate Communication and the Corporate Persona  3. Managing Brands From Within  Part I: Managing Corporate Brands: Integrating them with Multiple and National Identities  4. Confucius meets Mao: The Changing Chinese National Identity and Implications for National Branding  5. Corporate Brand Intergration in Mergers and Acquisitions  Part II: An Employee Perspective to Brand and Identity Management  6. Relationships and Quality Management: The Pastificio Rana Case Study  7. Corporate Branding: An Employee Perspective  Part III: Brand, CSR and Reputation  8. Successfully Establishing a Green Image for an Established Detergent Brand: The 'Small and Mighty' Case  9. Haven't we met Before?: An Investigation on the Influence of Familiarity on the Cognitive Process Underlying Reputation Formation