9783835007819 - managing corporate brands: a new approach to corporate communication di ormeno, marcos (15 risultati)
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Condizione: New. Num Pages: 323 pages, 31 black & white tables, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 18. Weight in Grams: 510. . 2007. Paperback. . . . .
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Condizione: New. pp. xxiii + 322.
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Paperback. Condizione: Brand New. 2007 edition. 323 pages. 8.27x5.83x0.24 inches. In Stock.
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Condizione: New. Num Pages: 323 pages, 31 black & white tables, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 18. Weight in Grams: 510. . 2007. Paperback. . . . . Books ship from the US and Ireland.
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Condizione: Hervorragend. Zustand: Hervorragend | Seiten: 348 | Sprache: Englisch | Produktart: Bücher | Publications bridging the gap between brand management and communication management very often focus on product brands. In his dissertation, the author uses corporate brands as the starting point rather than product brands. B…oth a - havioural approach (for the purposes of deductively developing a stimul- organism-response framework) and a managerial approach (for the purposes of developing a decision-making model for selecting corporate communication tools) are examined with the results of the behavioural analysis being integrated into the managerial analysis. The author succeeds in dealing with a ?eld seldom explored in such depth in marketing literature in an innovative way. The choice of subject stems from his position in the corporate marketing department of a global automotive company. I wish the book the wide readership it deserves. Prof. Dr. Ralph Berndt Preface In competition for prestige it seems only sensible to try to perfect our image rather than ourselves. That seems the most economical, direct way to produce the desired result. Accustomed to live in a world of pseudo-events, celebrities, dissolving forms, and shadowy but overshadowing images, we mistake our shadows for ourselves. To us they seem more real than reality. Why should they not seem so to others? Daniel Boorstin, The Image This research was initiated and completed during my ?ve-year tenure at the G- man-American automotive company DaimlerChrylser AG. The company funded and supported my participation in the doctoral programme of the University of Tübingen as an external doctoral candidate.
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Condizione: Sehr gut. 1. Aufl... XXIII, 322 S. mit Ill. u. graph. Darst.; Est.Bib.7800 Altersfreigabe FSK ab 0 Jahre Sprache: Deutsch Gewicht in Gramm: 499 21 cm, kartoniert, Taschenbuchausgabe, Mit geringfügigen Gebrauchsspuren, sehr guter Zustand-.
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Taschenbuch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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 re…search 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. 348 pp. Englisch.
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Condizione: New. Print on Demand pp. xxiii + 322 37 Illus.
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Da: Biblios, frankfurt am main, HESSE, GermaniaBiblios
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Condizione: New. PRINT ON DEMAND pp. xxiii + 322.
Lingua: Inglese
Editore: Deutscher Universitätsverlag, Deutscher Universitätsverlag Jul 2007, 2007
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Da: buchversandmimpf2000, Emtmannsberg, BAYE, Germaniabuchversandmimpf2000
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Taschenbuch. Condizione: Neu. This item is printed on demand - Print on Demand Titel. Neuware -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 resear…ch 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.Deutscher Universitätsvlg, Abraham-Lincoln-Str. 46, 65189 Wiesbaden 348 pp. Englisch.
Lingua: Inglese
Editore: Deutscher Universitätsverlag, Deutscher Universitätsverlag, 2007
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Da: AHA-BUCH GmbH, Einbeck, GermaniaAHA-BUCH GmbH
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Taschenbuch. Condizione: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Publications bridging the gap between brand management and communication management very often focus on product brands. In his dissertation, the author uses corporate brands as the starting point rather than product brands. Both a - hav…ioural approach (for the purposes of deductively developing a stimul- organism-response framework) and a managerial approach (for the purposes of developing a decision-making model for selecting corporate communication tools) are examined with the results of the behavioural analysis being integrated into the managerial analysis. The author succeeds in dealing with a eld seldom explored in such depth in marketing literature in an innovative way. The choice of subject stems from his position in the corporate marketing department of a global automotive company. I wish the book the wide readership it deserves. Prof. Dr. Ralph Berndt Preface In competition for prestige it seems only sensible to try to perfect our image rather than ourselves. That seems the most economical, direct way to produce the desired result. Accustomed to live in a world of pseudo-events, celebrities, dissolving forms, and shadowy but overshadowing images, we mistake our shadows for ourselves. To us they seem more real than reality. Why should they not seem so to others Daniel Boorstin, The Image This research was initiated and completed during my ve-year tenure at the G- man-American automotive company DaimlerChrylser AG. The company funded and supported my participation in the doctoral programme of the University of Tübingen as an external doctoral candidate.
