| 505 |
0 |
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|a P. 2 -- Part 1, Corporate reputation -- P. 4 -- Chapter 1, The rise of corporate reputation -- P. 27 -- Chapter 2, The scope of corporate reputation -- P. 52 -- Chapter 3, The significance of corporate culture -- P. 75 -- Chapter 4, Measuring corporate reputation -- P. 101 -- Minicases for Part 1 (Ericsson, Harley-Davidson) -- P. 104 -- Part 2, Corporate branding -- P. 106 -- Chapter 5, The branding-reputation dilemma -- P. 134 -- Chapter 6, The rise of corporate brands -- P. 159 -- Chapter 7, Measuring corporate brands -- P. 183 -- Chapter 8, The future of brands -- P. 204 -- Minicases for Part 2 (David Beckham, Warburtons) -- P. 208 -- Part 3, Corporate communication -- P. 210 -- Chapter 9, The dimensions of corporate communication -- P. 237 -- Chapter 10, Contexts for corporate communication -- P. 265 -- Chapter 11, Symbols, tools and the media -- P. 290 -- Chapter 12, Methods of corporate communication -- P. 319 -- Minicases for Part 3 (Marks Spencer, Primark)
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