{"product_id":"managing-corporate-brands-a-new-approach-to-corporate-communication-paperback","title":"Managing Corporate Brands: A New Approach to Corporate Communication - Paperback","description":"\u003cp\u003eby \u003cb\u003eMarcos Ormeno\u003c\/b\u003e (Author), \u003cb\u003eProf Dr Ralph Berndt\u003c\/b\u003e (Foreword by)\u003c\/p\u003e\u003cp\u003eMarcos Ormeño 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.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003eMuch attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lengths to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e Marcos Ormeño 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\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eDr. Marcos Ormeño promovierte bei Prof. Dr. Ralph Berndt am Lehrstuhl für Marketing der Universität Tübingen. Er war mehrere Jahre bei der DaimlerChrysler AG für Projekte in den Bereichen Corporate Design, Markenmanagement, PR, Unternehmenswerbung und -sponsoring zuständig. Er ist als Markenberater für Interbrand Zintzmeyer \u0026amp; Lux tätig.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 323\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.72 x 8.27 x 5.83 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e July 26, 2007\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51793641472288,"sku":"9783835007819","price":89.08,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/abb8244159786abc6acc1ebb7d5aae67.webp?v=1780725476","url":"https:\/\/ebocreations.com\/products\/managing-corporate-brands-a-new-approach-to-corporate-communication-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}