Managing Corporate Brands : A New Approach to Corporate Communication
Ormeno, Marcos Oscar; Berndt, Ralph (FRW)
ISBN 10: 3835007815 ISBN 13: 9783835007819
Editore: Deutscher Universitätsverlag, 2007
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Codice articolo 7541719-n
Riassunto:
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.
Informazioni sull'autore: Dr. Marcos Ormeño promovierte bei Prof. Dr. Ralph Berndt am Lehrstuhl für Marketing der Universität Tübingen. Er war mehrere Jahre bei der DaimlerChrysler AG für Projekte in den Bereichen Corporate Design, Markenmanagement, PR, Unternehmenswerbung und -sponsoring zuständig. Er ist als Markenberater für Interbrand Zintzmeyer & Lux tätig.
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Titolo: Managing Corporate Brands : A New Approach ...
Casa editrice: Deutscher Universitätsverlag
Data di pubblicazione: 2007
Legatura: Brossura
Condizione: New