{"product_id":"managing-corporate-brands-marcos-ormeno-9783835007819","title":"Managing Corporate Brands: A New Approach to Corporate Communication","description":"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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Marcos Ormeno\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3835007815\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783835007819\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Deutscher Universitatsverlag\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 07\/26\/2007\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 323\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.92lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.27h x 5.83w x 0.72d","brand":"Marcos Ormeno","offers":[{"title":"Paperback","offer_id":44129715978495,"sku":"9783835007819","price":54.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_d8c84467-0b8d-4df0-a36d-12ff7539ee4a.jpg?v=1687465414","url":"https:\/\/www.whiterainbookhouse.com\/products\/managing-corporate-brands-marcos-ormeno-9783835007819","provider":"WR Book House","version":"1.0","type":"link"}