Managing corporate brands : a new approach to corporate communication
Author(s)
Bibliographic Information
Managing corporate brands : a new approach to corporate communication
（Gabler Edition Wissenschaft）
Deutscher Universitäts-Verlag, 2007
1. Aufl
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Note
Includes bibliographical references
Description and Table of Contents
Description
Marcos Ormeno 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.
Table of Contents
Corporate brands, corporate communication and their growing importance
Behavioural foundations and behavioural framework
Managerial foundations
Managerial decision-making model
by "Nielsen BookData"