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02198nam a22004215i 4500 |
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978-3-8350-9599-1 |
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DE-He213 |
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20151204162635.0 |
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cr nn 008mamaa |
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100301s2007 gw | s |||| 0|eng d |
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|a 9783835095991
|9 978-3-8350-9599-1
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|a 10.1007/978-3-8350-9599-1
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|a Ormeño, Marcos.
|e author.
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|a Managing Corporate Brands
|h [electronic resource] :
|b A new approach to corporate communication /
|c by Marcos Ormeño.
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|a Wiesbaden :
|b DUV,
|c 2007.
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|a XXIII, 323 p.
|b online resource.
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|a text
|b txt
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|a computer
|b c
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|a online resource
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|a text file
|b PDF
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|a Foundations -- Behavioural Perspective -- Managerial perspective -- Summary and Conclusions.
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|a Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lengths to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
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|a Business.
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|a Marketing.
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|a Business and Management.
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|a Marketing.
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9783835007819
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|u http://dx.doi.org/10.1007/978-3-8350-9599-1
|z Full Text via HEAL-Link
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|a ZDB-2-SBE
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|a Business and Economics (Springer-11643)
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