Facets of Corporate Identity, Communication and Reputation de Tc Melewar

Facets of Corporate Identity, Communication and Reputation

Tc Melewar

Corporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work?
Including contributions from academics and practitioners, this important collection unravels the complexities of this growing field of study. The text is split into three coherent sections, focusing in turn on identity, communication and reputation. Case studies are used throughout the book to illustrate important issues, such as the basic principles of visual communication, the importance of reaching both internal and external stakeholders, and the challenges faced by companies working in multi-cultural environments.
This book brings clarity and new theoretical insights to an important aspect of modern business. It is an invaluable companion for all students, researchers and practitioners with an interest in marketing, communications and international business.

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	Preț	Express
Paperback (1)	328^.35 lei 6-8 săpt.
Taylor & Francis – 9 apr 2008	328^.35 lei 6-8 săpt.
Hardback (1)	1012^.04 lei 6-8 săpt.
Taylor & Francis – 10 apr 2008	1012^.04 lei 6-8 săpt.

Preț

Express

Paperback (1)

328^.35 lei 6-8 săpt.

Taylor & Francis – 9 apr 2008

328^.35 lei 6-8 săpt.

Hardback (1)

1012^.04 lei 6-8 săpt.

Taylor & Francis – 10 apr 2008

1012^.04 lei 6-8 săpt.

Cuprins

Contents: Part 1: Corporate Identity 1. Explicating relation between identity and culture: a multi-perspective conceptual model 2. An epiphany of three: corporate identity, corporate brand management, and corporate marketing 3. Non-Traditional Expressions of organizational visual identity: reaching consumers through alternative means 4. Illustrations of the internal management of corporate identity Part 2: Corporate Communication 5. Corporate Communication and corporate reputation: understanding how (best) practices make a difference 6. How Specific Should Corporate Communication Be? The Role of Advertising Language in Establishing a Corporate Reputation for CSR 7. Corporate Communication: reputation in action 8. Employing effective leadership in a crisis: a case study of Malden Mills, corporate reputation, and the limits of socially responsible public relations Part 3: Corporate Reputation 9. Projective corporate character in the branding of business schools 10. Creating better corporate reputations: an Australian perspective 11. An Attitudinal measure of Corporate Reputation 12. Corporate Reputation building: an Asian perspective