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Managing Corporate Brands - A New Approach to Corporate Communication (Paperback, 2007 ed.) Loot Price: R1,418
Discovery Miles 14 180
Repayment Terms: R133 pm x 12*
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Managing Corporate Brands - A New Approach to Corporate Communication (Paperback, 2007 ed.): Marcos Ormeno

Managing Corporate Brands - A New Approach to Corporate Communication (Paperback, 2007 ed.)

Marcos Ormeno; Foreword by Ralph Berndt

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Loot Price R1,418 Discovery Miles 14 180 | Repayment Terms: R133 pm x 12*

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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.

General

Imprint: Deutscher Universitats Verlag
Country of origin: Germany
Release date: July 2007
First published: 2007
Authors: Marcos Ormeno
Foreword by: Ralph Berndt
Dimensions: 210 x 148 x 18mm (L x W x T)
Format: Paperback
Pages: 323
Edition: 2007 ed.
ISBN-13: 978-3-8350-0781-9
Subtitles: German
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 3-8350-0781-5
Barcode: 9783835007819

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