Advances in Corporate Branding (Paperback, Softcover reprint of the original 1st ed. 2017)

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.

General

Imprint:	Palgrave Macmillan
Country of origin:	United Kingdom
Series:	Journal of Brand Management: Advanced Collections
Release date:	April 2018
First published:	2017
Editors:	John M.T. Balmer • Shaun M. Powell • Joachim Kernstock • Tim Oliver Brexendorf
Dimensions:	216 x 140 x 12mm (L x W x T)
Format:	Paperback
Pages:	205
Edition:	Softcover reprint of the original 1st ed. 2017
ISBN-13:	978-1-349-95798-9
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour Books > Business & Economics > Business & management > Sales & marketing > Customer services
LSN:	1-349-95798-4
Barcode:	9781349957989

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