Managing Corporate Brands A new approach to corporate communication /

• Main Author: Ormeño, Marcos (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : DUV, 2007.
• Subjects: Business.; Marketing.; Business and Management.

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 pr...