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Managing Corporate Brands
A new approach to corporate communication
Language
English
English
Book
Paperback
Marcos Ormeńo introduces both behavioural science theory and decision analysis into corporate brand...
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Libristo code: 03621858
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Marcos Ormeńo 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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About the book
Full name
Managing Corporate Brands
Author
Marcos Ormeno, Prof. Dr. Ralph Berndt
Language
English
English
Binding
Book - Paperback
Date of issue
2007
Number of pages
323
EAN
9783835007819
ISBN
3835007815
Libristo code
03621858
Publishers
Deutscher Universitats-Verlag
Weight
510
Dimensions
148 x 210 x 18
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