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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Building Corporate Identity, Image and Reputation in the Digital Era (Hardcover)
Loot Price: R4,032
Discovery Miles 40 320
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Building Corporate Identity, Image and Reputation in the Digital Era (Hardcover)
Series: Routledge Studies in Marketing
Expected to ship within 12 - 17 working days
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Brands - corporate, products, service - today are collectively
defined by their customers, deriving from personal experiences and
word of mouth. This book acts as a forum for examining current and
future trends in corporate branding, identity, image and
reputation. Recognising the complexity and plurality at the heart
of the corporate branding discipline, this book fills a gap in the
literature by posing a number of original research questions on the
intrinsic nature of corporate branding ideas from corporate
(external) and organisation (internal) identity perspectives as
they relate to brand management, corporate reputation, marketing
communications, social media, smart technology, experiential and
sensory marketing. It incorporates current thinking and
developments by both multidisciplinary academics and practitioners,
combining a comprehensive theoretical foundation with practical
insights. The text will serve as an important resource for the
marketing, identity and brand practitioners requiring more than
anecdotal evidence on the structure and operation of stakeholders
communication in different geographical areas. It determines
current practices and researches in diverse areas, regions and
commercial and non-commercial sectors across the world. The book
provides scholars, researchers and postgraduate students in
business and marketing with a comprehensive treatment of the nature
of relationships between companies, brands and stakeholders in
different areas and regions of the world.
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