Pubbl/distr/stampa	Bradford, England, : Emerald Group Publishing, c2006
Descrizione fisica	1 online resource (192 p.)
Disciplina	658 658.045
Altri autori (Persone)	WrightLen Tiu
Collana	European Journal of Marketing
Soggetto topico	Consumers Marketing - Management
Soggetto genere / forma	Electronic books.
ISBN	1836630339 1-280-70553-1 9786610705535 1-83663-033-6 1-84663-033-9
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; CONTENTS; EDITORIAL REVIEW BOARD; Guest editorial; Corporate marketing; Strong brands and corporate brands; Internal brand building and structuration: the role of leadership; The corporate brand association base; Corporate rebranding: destroying, transferring or creating brand equity?; The effect of corporate branding dimensions on consumers' product evaluation; Seven dimensions of corporate identity; The impact of organisational characteristics on corporate visual identity; A reflective approach to uncovering actual identity; The monarchy as acorporate brand; Book reviews
Record Nr.	UNINA-9910450722203321

Edizione	[1st ed.]
Pubbl/distr/stampa	Bradford, England, : Emerald Group Publishing, c2006
Descrizione fisica	1 online resource (192 p.)
Disciplina	658 658.045
Altri autori (Persone)	WrightLen Tiu
Collana	European Journal of Marketing
Soggetto topico	Consumers Marketing - Management
ISBN	1836630339 1-280-70553-1 9786610705535 1-83663-033-6 1-84663-033-9
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; CONTENTS; EDITORIAL REVIEW BOARD; Guest editorial; Corporate marketing; Strong brands and corporate brands; Internal brand building and structuration: the role of leadership; The corporate brand association base; Corporate rebranding: destroying, transferring or creating brand equity?; The effect of corporate branding dimensions on consumers' product evaluation; Seven dimensions of corporate identity; The impact of organisational characteristics on corporate visual identity; A reflective approach to uncovering actual identity; The monarchy as acorporate brand; Book reviews
Record Nr.	UNINA-9910821000203321

Pubbl/distr/stampa	New York, : Nova Science Publishers, Inc., c2011
Descrizione fisica	1 online resource (120 p.)
Disciplina	658.8
Altri autori (Persone)	SukiNorazah Mohd SukiNorbayah Mohd
Collana	Business economics in a rapidly-changing world Novinka
Soggetto topico	Marketing - Management
Soggetto genere / forma	Electronic books.
ISBN	1-61761-538-2
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Record Nr.	UNINA-9910452986203321

Autore	Mazur Laura
Pubbl/distr/stampa	Chichester ; ; Hoboken, NJ, : John Wiley, c2007
Descrizione fisica	1 online resource (250 p.)
Disciplina	658.8
Altri autori (Persone)	MilesLouella
Soggetto topico	Marketing Marketing - Management Marketing personnel
ISBN	0-470-68750-9 1-119-20925-0 1-282-34553-2 9786612345531 0-470-06564-8
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Philip Kotler : the founding father -- David Aaker : brand equity trailblazer -- Jean-Claude Larreche : marketing strategy master -- Regis Mckenna : the technology visionary -- Don Peppers and Martha Rogers : one-to-one gurus -- John Quelch : global marketing authority -- Al Ries : pioneer of positioning -- Don Schultz : integrated marketing communications innovator -- Patricia Seybold : customer experience expert -- Jack Trout : positioning pioneer -- Lester Wunderman : direct marketing missionary.
Record Nr.	UNINA-9910143584703321

Autore	Podnar Klement
Pubbl/distr/stampa	Abingdon, Oxon ; ; New York, N.Y. : , : Routledge, , 2015
Descrizione fisica	1 online resource (235 p.)
Disciplina	658.4/5
Soggetto topico	Communication in organizations Corporate culture Corporate image Organizational behavior Marketing - Management
ISBN	1-317-61915-3 1-138-80472-X 1-315-75278-6 1-317-61917-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; Introduction; 1 Corporate communication framework; 1.1 The concept of corporate communication; 1.2 Overview of corporate communication; 1.3 Duality of organizations; 1.4 Focus of corporate communication: identity, image and reputation; 1.5 Corporate communication in organizations; 2 Corporate identity; 2.1 Understanding corporate identity; 2.2 Goals and corporate identity; 2.3 Managing corporate identity; 2.4 The role of branch identity; 2.5 Articulation of corporate identity 2.6 Communicating corporate identity3 Corporate brand and branding; 3.1 Definition of corporate brand; 3.2 Purpose and consequences of corporate brands; 3.3 Corporate branding; 3.4 Identity and position of corporate brands; 3.5 Company's brand architecture; 3.6 Organizational structure of corporate brands; 3.7 Corporate rebranding; 4 Employer branding; 4.1 Corporate brand and employees; 4.2 Employer branding; 4.3 Internal branding programmes; 4.4 Internal branding and organizational identity and culture; 5 Ethical branding and corporate social responsibility 5.1 Ethical branding and its misuses5.2 Understanding corporate social responsibility; 5.3 Societal expectations as the foundation of corporate social responsibility; 5.4 Implementation of corporate social responsibility; 5.5 Communicating corporate social responsibility; 5.6 Reporting corporate social responsibility; 6 Stakeholder management and communications; 6.1 Stakeholder paradigm; 6.2 Public and public sphere; 6.3 Categories of stakeholders; 6.4 Distribution of power among stakeholders; 6.5 Criteria for classification of stakeholders; 6.6 Stakeholder management 6.7 Stakeholder behaviour6.8 Communication with stakeholders; 7 Storytelling and issue management in times of change and crises; 7.1 Definition of corporate story; 7.2 Framework and structure of the corporate story; 7.3 Plurality of corporate stories and their role in times of organizational changes; 7.4 Communication in crisis; 8 Corporate communications; 8.1 Purpose of corporate communications; 8.2 Management as the company's spokesperson; 8.3 Company's celebrity endorsers; 8.4 Corporate visual identity (CVI); 8.5 Corporate and institutional advertising; 8.6 Informal communications 9 Corporate associations: identity traits and corporate image9.1 Corporate associations; 9.2 Perception of a company; 9.3 Identity traits; 9.4 Corporate image; 9.5 Measuring corporate image; 9.6 Critiques of corporate image; 9.7 Achieving desired corporate image; 10 Corporate associations: reputation and trust; 10.1 Corporate reputation; 10.2 Dimensions of corporate reputation; 10.3 Corporate reputation management; 10.4 Perceived external prestige of a company; 10.5 Consequences of corporate reputation; 10.6 Forms and roles of trust; 10.7 Definition of trust; 10.8 Dimensions of trust 10.9 Consequences of bad reputation and mistrust
Record Nr.	UNINA-9910787242603321