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Managing Corporate Brands: A new approach to corporate communication PDF

339 Pages·2007·2.812 MB·English
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Description:
Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lenghts to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication.
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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.