Managing Corporate Brands: A New Approach to Corporate Communication by Ormeno, Marcos

Managing Corporate Brands: A New Approach to Corporate Communication (Paperback) (ISBN-13: 9783835007819)

Vendor: Marcos Ormeno
Product type: Books
Format: Paperback
$54.99
$54.99
$54.99
Subtotal: $54.99
Managing Corporate Brands: A New Approach to Corporate Communication by Ormeno, Marcos

Managing Corporate Brands: A New Approach to Corporate Communication

$54.99
Managing Corporate Brands: A New Approach to Corporate Communication by Ormeno, Marcos

Managing Corporate Brands: A New Approach to Corporate Communication

$54.99
Format: Paperback
Description
Description
x
Marcos Orme introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.

Author: Marcos Ormeno
ISBN-10: 3835007815
ISBN-13: 9783835007819
Publisher: Deutscher Universitatsverlag
Language: English
Published: 07/26/2007
Pages: 323
Format: Paperback
Weight: 0.92lbs
Size: 8.27h x 5.83w x 0.72d
By Marcos Ormeno
By Marcos Ormeno
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Dr. Marcos Orme promovierte bei Prof. Dr. Ralph Berndt am Lehrstuhl f? Marketing der Universit舩 T?ingen. Er war mehrere Jahre bei der DaimlerChrysler AG f? Projekte in den Bereichen Corporate Design, Markenmanagement, PR, Unternehmenswerbung und -sponsoring zust舅dig. Er ist als Markenberater f? Interbrand Zintzmeyer & Lux t舩ig.

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