Год издания: 2008
Количество страниц: 233
В продаже с 18.01.2012
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How do shareholders perceive the companies they invest in, the values they represent and the rational of their actions? Studies on the interface between identity, image and communication have failed to offer a comprehensive approach to this key concern. but this important book takes assesses the link between identity, image and communication, and how these can be best utilized in the process of coherent corporate brand management.This text presents contemporary scholarly and managerial thinking in the area of corporate identity, communication and reputation by leading experts from the US, Europe and Australia. It overviews the most up-to-date research-based and practical writings, and presents the issues in an accessible and comprehensive style.A unique and exciting contribution, Facets of Corporate Identity, Communication and Reputation will be vital reading for all those studying or practising corporate branding, marketing communication, reputation management, public relations and...