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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.
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.
This book includes a fascinating range of up-to-date articles on
China from the Journal of Brand Management that marshal research
and scholarship undertaken by Chinese, British, European and
American scholars. The development and management of brands in
China has emerged as an area of considerable and growing interest
among branding scholars and practitioners owing to the rise and
significance of brands within China. Providing an overview of the
development and management of brands in China, Advances in Chinese
Brand Management also contains case studies of centuries old and
greatly loved Chinese Corporate heritage brands, luxury brands,
prominent cultural brands and foreign brands in China.
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'.
This book includes a fascinating range of up-to-date articles on
China from the Journal of Brand Management that marshal research
and scholarship undertaken by Chinese, British, European and
American scholars. The development and management of brands in
China has emerged as an area of considerable and growing interest
among branding scholars and practitioners owing to the rise and
significance of brands within China. Providing an overview of the
development and management of brands in China, Advances in Chinese
Brand Management also contains case studies of centuries old and
greatly loved Chinese Corporate heritage brands, luxury brands,
prominent cultural brands and foreign brands in China.
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