Islamic Marketing and Branding: Theory and Practice

ISBN-13: 9781472440969 / Angielski / Twarda / 2017 / 246 str.

T. C. Melewar; Sharifah Faridah Syed Alwi

Opis

Islamic Marketing and Branding: A Compendium of Theory and Practice, by TC Melewar and Sharifah Faridah Syed Alwi is a timely and topical book, addressing three core objectives. The first of its aims is to give readers insights into branding and corporate marketing in the Islamic context, by enabling them to compare, contrast and comprehend how corporate-level notions such as corporate identity, corporate personality, corporate image and corporate reputations are operationalised within this framework and relate them to the concept of corporate brand equity.