N. Ind
The Corporate Brand
Gebonden Engels 1997 9780333674727
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.
Specificaties
ISBN13:9780333674727
Taal:Engels
Bindwijze:gebonden
Uitgever:Palgrave Macmillan UK
Hoofdrubriek:Strategisch management, Strategisch management, Algemeen management
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
The Corporate Brand - The Changing Environment - The Corporate Brand and Corporate Strategy - Analysing the Corporate Brand - Corporate Structures - Communications and the Corporation - Employees: the Hidden Asset - The Role for Visual Identity - Influencing Professional Audiences - The Global Image - Managing the Corporate Brand - Conclusion
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Charles Burck€ 29,14 -
Jonathan Hunsley€ 51,05
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Peter Geelen€ 34,90
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Stefaan Vandist€ 34,99
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Jaap Paauwe€ 51,77
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Olivier Sibony€ 22,09
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan