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Corporate Branding, Melewar


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Цена: 23734.00р.
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Автор: Melewar
Название:  Corporate Branding
ISBN: 9780415721110
Издательство: Taylor&Francis
Классификация:
ISBN-10: 0415721113
Обложка/Формат: Hardback
Страницы: 286
Вес: 0.54 кг.
Дата издания: 30.04.2015
Язык: English
Иллюстрации: 16 tables, black and white; 8 line drawings, black and white; 8 illustrations, black and white
Размер: 241 x 164 x 24
Читательская аудитория: Postgraduate, research & scholarly
Ключевые слова: Sales & marketing, BUSINESS & ECONOMICS / Advertising & Promotion,BUSINESS & ECONOMICS / Marketing / General,BUSINESS & ECONOMICS / Public Relations
Основная тема: Brand Management / Advertising / Supplementary
Подзаголовок: Areas, arenas and approaches
Ссылка на Издательство: Link
Рейтинг:
Поставляется из: Европейский союз
Описание:

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:

Area: geographical areas across the globe including the UK, USA, Europe and Asia;
Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;
Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.

These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.




Liberating the Corporate Soul

Автор: Barrett
Название: Liberating the Corporate Soul
ISBN: 1138131083 ISBN-13(EAN): 9781138131088
Издательство: Taylor&Francis
Рейтинг:
Цена: 22202.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: This bestselling book presents a convincing rationale for making ethical and socially responsible behavior the keystone in providing a high performance, globally successful business.

Corporate Branding

Автор: Melewar Tc
Название: Corporate Branding
ISBN: 0415721121 ISBN-13(EAN): 9780415721127
Издательство: Taylor&Francis
Рейтинг:
Цена: 8726.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание:

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:

Area: geographical areas across the globe including the UK, USA, Europe and Asia;
Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;
Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.

These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

Asia Branding

Автор: Nguyen Bang
Название: Asia Branding
ISBN: 1137489952 ISBN-13(EAN): 9781137489951
Издательство: Springer
Рейтинг:
Цена: 8079.00 р.
Наличие на складе: Поставка под заказ.

Описание: This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation.

Corporate Innovation (RLE Marketing)

Автор: Foxall
Название: Corporate Innovation (RLE Marketing)
ISBN: 1138792403 ISBN-13(EAN): 9781138792401
Издательство: Taylor&Francis
Рейтинг:
Цена: 22202.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.

Corporate Communication

Автор: Podnar
Название: Corporate Communication
ISBN: 113880472X ISBN-13(EAN): 9781138804722
Издательство: Taylor&Francis
Рейтинг:
Цена: 8726.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание:

Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability.

In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola.

This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.

Regulating Corporate Human Rights Violations

Автор: Deva Surya
Название: Regulating Corporate Human Rights Violations
ISBN: 041571527X ISBN-13(EAN): 9780415715270
Издательство: Taylor&Francis
Рейтинг:
Цена: 8573.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание:

Despite the continuous addition of regulatory initiatives concerning corporate human rights responsibilities, what we witness more often than not is a situation of corporate impunity for human rights abuses. The Bhopal gas leak - examined as a site of human rights violations rather than as a mass tort or an environmental tragedy - illustrates that the regulatory challenges that the victims experienced in 1984 have not yet been overcome. This book grapples with and offers solutions to three major regulatory challenges to obligating companies to comply with human rights norms whilst doing business, and asks; why companies should adhere to human rights, what these responsibilities are, and how to ensure that companies comply with their responsibilities.

Building on literature in the fields of law, human rights, business ethics, management, regulation and philosophy, this book proposes a new 'integrated theory of regulation' to overcome inadequacies of the existing regulatory framework in order to humanize business.

This book will be of interest to scholars, students, researchers, policy makers and human rights activists working in the fields of Law, Business and Human Rights.

Corporate Crime in the Pharmaceutical Industry (Routledge Revivals)

Автор: Braithwaite
Название: Corporate Crime in the Pharmaceutical Industry (Routledge Revivals)
ISBN: 0415815649 ISBN-13(EAN): 9780415815642
Издательство: Taylor&Francis
Рейтинг:
Цена: 8573.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: First published in 1984, this book examines corporate crime in the pharmaceutical industry and is based on extensive research, including interviews with 131 senior executives of international pharmaceutical companies. It covers topics such as international bribery and corruption, fraud in the testing of drugs and criminal negligence in the unsafe manufacturing of drugs.

Hiding Politics in Plain Sight: Cause Marketing, Corporate Influence, and Breast Cancer Policymaking

Автор: Strach Patricia
Название: Hiding Politics in Plain Sight: Cause Marketing, Corporate Influence, and Breast Cancer Policymaking
ISBN: 0190606851 ISBN-13(EAN): 9780190606855
Издательство: Oxford Academ
Рейтинг:
Цена: 3562.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: Hiding Politics in Plain Sight examines the costs of market mechanisms, especially cause marketing as a strategy for change. Industry and corporate-connected individuals use market mechanisms to brand issues like breast cancer widely, shaping public understanding. But framed as consensus-based social issues rather than contentious political issues, they essentially hide politics in plain sight.

Corporate Communication

Автор: Podnar
Название: Corporate Communication
ISBN: 1138804703 ISBN-13(EAN): 9781138804708
Издательство: Taylor&Francis
Рейтинг:
Цена: 22968.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание:

Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability.

In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola.

This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.

Contemplating Corporate Marketing, Identity and Communication

Автор: Podnar
Название: Contemplating Corporate Marketing, Identity and Communication
ISBN: 0415577438 ISBN-13(EAN): 9780415577434
Издательство: Taylor&Francis
Рейтинг:
Цена: 22968.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: Contemplating Corporate Marketing, Identity and Communication brings together a variety of perspectives on corporate marketing, identity and communication with a view towards stimulating debate about the advances in these key areas.


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