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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
R1,418 Discovery Miles 14 180
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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.

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