Corporate reputation : brand and communication
Enregistré dans:
| Auteur principal: | |
|---|---|
| Autres auteurs: | |
| Support: | Livre |
| Langue: | Anglais |
| Publié: |
Harlow ; New York :
Pearson,
cop. 2012.
|
| Sujets: | |
| Autres localisations: | Voir dans le Sudoc |
Table des matières:
- 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)