Facets of Corporate Identity, Communication and Reputation
Edited by T. C. Melewar
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Facets of Corporate Identity, Communication and Reputation by T. C. Melewar
Book DescriptionCorporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work? Including contributions from academics and practitioners, this important collection unravels the complexities of this growing field of study. The text is split into three coherent sections, focusing in turn on identity, communication and reputation. Case studies are used throughout the book to illustrate important issues, such as the basic principles of visual communication, the importance of reaching both internal and external stakeholders, and the challenges faced by companies working in multi-cultural environments. This book brings clarity and new theoretical insights to an important aspect of modern business. It is an invaluable companion for all students, researchers and practitioners with an interest in marketing, communications and international business.
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Book DetailsISBN: 9780415405270
(234mm x 156mm x 20mm)
Publisher: Taylor & Francis Ltd
Publish Date: 10-Apr-2008
Country of Publication: United Kingdom
Books By Author T. C. Melewar
Strategic International Marketing, Paperback (December 2011)
Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
Contemporary Thoughts on Corporate Branding and Corporate Identity Management, Hardback (October 2008)
A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.
Facets of Corporate Identity, Communication and Reputation, Paperback (April 2008)» View all books by T. C. Melewar
Corporate branding and communication is big business. This book aims to bring clarity and a different theoretical insight to this growing area of study. It is suitable for students of marketing, communications and international business.
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Author Biography - T. C. Melewar
T. C. Melewar is Professor of Marketing and Strategy at Zurich University of Applied Sciences, Switzerland.
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