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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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The Routledge Companion to Corporate Branding (Hardcover)
Loot Price: R6,909
Discovery Miles 69 090
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The Routledge Companion to Corporate Branding (Hardcover)
Series: Routledge Companions in Marketing, Advertising and Communication
Expected to ship within 12 - 17 working days
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This companion is a prestige reference work that offers students
and researchers a comprehensive overview of the emerging
co-created, multi-stakeholder, and sustainable approach to
corporate brand management, representing a paradigm shift in the
literature. The volume contains 30 chapters, organised into 6
thematic sections. The first section is an introductory one, which
underscores the evolution of brand management thinking over time,
presenting the corporate brand management field, introducing the
current debates in the literature, and discussing the key
dimensions of the emerging corporate brand management paradigm. The
next five sections focus in turn on one of the key dimensions that
characterize the emerging approach to corporate brand management:
co-creation, sustainability, polysemic corporate narratives,
transformation (history and future) and corporate culture. Every
chapter provides a deep reflection on current knowledge,
highlighting the most relevant debates and tensions, and offers a
roadmap for future research avenues. The final chapter of each
section is a commentary on the section, written by a senior leading
scholar in the corporate brand management field. This wide-ranging
reference work is primarily for students, scholars, and researchers
in management, marketing, and brand management, offering a single
repository on the current state of knowledge, current debates, and
relevant literature. Written by an international selection of
leading authors from the USA, Europe, Asia, Africa, and Australia,
it provides a balanced, authoritative overview of the field and
convenient access to an emerging perspective on corporate brand
management.
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