Corporate branding : purpose/people/process : towards the second wave of corporate branding

著者

• Schultz, Majken
• Yun, Mi Antorini
• Csaba, Fabian F.

書誌事項

Corporate branding : purpose/people/process : towards the second wave of corporate branding

edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba

Copenhagen Business School Press, 2005

注記

Includes bibliographical references (p. 233-252)

内容説明・目次

内容説明

The book confronts the challenges and dilemmas of corporate brand management and offer new insights into how corporate brands can be studied and managed.

目次

CORPORATE BRANDING - AN EVOLVING CONCEPT PURPOSE A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING CORPORATE BRANDING AND THE 'CONFORMITY TRAP' A COMMUNAL APPROACH TO CORPORATE BRANDING PEOPLE LIVING THE BRAND THE LIMITS OF CORPORATE BRANDING CORPORATE BRAND STRETCH PROCESS CORPORATE BRANDING AS ORGANIZATIONAL CHANGE PRINCIPLES FOR THE SECOND WAVE OF CORPORATE BRANDING

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA77228912
• ISBN:
  • 8763001403
• 出版国コード: dk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: [Copenhagen]
• ページ数/冊数: 252 p.
• 大きさ: 23 cm
• 分類:
  • LCC : HD69.B7
• 件名:
  • LCSH : Brand name products -- Management
  • LCSH : Corporate image