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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Contemporary Perspectives on Corporate Marketing - Contemplating Corporate Branding, Marketing and Communications in the 21st Century (Paperback)
Loot Price: R1,582
Discovery Miles 15 820
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Contemporary Perspectives on Corporate Marketing - Contemplating Corporate Branding, Marketing and Communications in the 21st Century (Paperback)
Series: Routledge Interpretive Marketing Research
Expected to ship within 12 - 17 working days
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Corporate marketing and corporate communications are topics that
have grown in scholarly and practical importance in these last
decades. Fields such as branding, marketing communications and
public relations have all contributed to this boost. Whilst there
is a large amount of literature on each of these disciplines, there
is little systematic development from the perspective of corporate
marketing and corporate communication studies, although these two
have the most to contribute to how companies manage their brands,
image and corporate identities in the 21st Century. This book seeks
to redress this balance and provide insights, via case studies or
histories, on issues such as nation branding, managing multiple
corporate identities during merger and acquisitions and
establishing a company's CSR and green image. Scholars from various
disciplines within the fields of public relations, branding,
marketing and corporate identity have come together in Contemporary
Perspectives on Corporate Marketing to offer the latest approaches
and studies in these areas. As such, it will become a platform for
developments in the field and serve as a respected reference
resource for corporate marketing and corporate communication
studies.
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