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Building Corporate Identity, Image and Reputation in the Digital Era
Contributor(s): Melewar, T. C. (Editor), Dennis, Charles (Editor), Foroudi, Pantea (Editor)
ISBN: 0367531232     ISBN-13: 9780367531232
Publisher: Routledge
OUR PRICE:   $171.00  
Product Type: Hardcover - Other Formats
Published: July 2021
Qty:
Additional Information
BISAC Categories:
- Business & Economics | Marketing - Industrial
- Business & Economics | Marketing - Research
- Business & Economics | Public Relations
Dewey: 659.285
LCCN: 2020051395
Physical Information: 1.25" H x 6.14" W x 9.21" (2.15 lbs) 554 pages
 
Descriptions, Reviews, Etc.
Publisher Description:

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.