Revealing the corporation : perspectives on identity, image, reputation, corporate branding, and corporate-level marketing : an anthology
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Bibliographic Information
Revealing the corporation : perspectives on identity, image, reputation, corporate branding, and corporate-level marketing : an anthology
Routledge, 2003
- : pbk
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Includes bibliographical references and index
Description and Table of Contents
Description
As the concepts of corporate identity, communication, image and branding have caught the imagination of scholars and managers, new ways of conceptualizing organizations have arisen. This volume captures the quintessence of the corporation and its many inner and outer manifestations.
Edited by pioneers of the field, Revealing the Corporation presents a new paradigm which draws the key readings together for the first time. Pedagogical features include expert analysis and commentary; an integrative, extended case study; discussion questions; further reading and also a companion website with extra resources such as lecture slides and an instructor's guide: http://cw.routledge.com/textbooks/041528421X/.
This augmented anthology affords a new way of comprehending organizations, drawing on a range of disciplinary perspectives. Now a classic text, the book is essential reading for students, researchers and managers interested in corporate reputation, branding and marketing.
Table of Contents
Section 1: Revealing the corporation: an integrative framework
1. Managing the multiple identities of the corporation (John M. T. Balmer & Stephen A. Greyser)
Section 2: Identity: the quintessence of an organization
2. Corporate identity: the myth and the reality (Wally Olins)
3. Make the most of your corporate identity (Walter Margulies)
4. Organizational identity (Stuar t Albert & David Whetten)
5. The effect of organizational structure on corporate identity management (Helen Stuart)
6. Corporate identity and corporate communications (John M. T. Balmer Edmund R. Gray)
Section 3: Corporate communications: a dimension of corporate meaning
7. Corporate void (David Bernstein)
8. The management of corporate communication (Cees B. M. Van Riel)
Section 4: Corporate image and reputation: the other realities
9. Sharper focus for the corporate image (Pierre Martineau)
10. Image and Substance (James Grunig)
11. The reputational landscape (Charles J. Fombrun & Cees B. M. Van Riel
12. Advancing and enhancing corporate reputation (Stephen A. Greyser)
Section 5: The corporate brand: an organization's covenant
13. Brand-building in the 1990s (Stephen King)
14. The impact of corporate marketing on a company's brand extensions (Kevin Lane Keller & David A. Aaker)
15. The three virtues and seven deadly sins of corporate brand management (John M. T. Balmer)
Section 6: Case Study
16. Bank one - "the uncommon partnership" (Peter L. Phillips & Stephen A. Greyser)
Epilogue: beyond the age of innocence (John M. T. Balmer & Stephen A. Greyser)
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