Wow! eBook
Managing Corporate Brands: A new approach to corporate communication 2007th Edition
Author(s): Marcos Ormeno (Author), Prof. Dr. Ralph Berndt (Foreword)
- Publisher: Deutscher Universitätsverlag
- Publication Date: 26 July 2007
- Edition: 2007th
- Language: English
- Print length: 346 pages
- ISBN-10: 9783835007819
- ISBN-13: 9783835007819
Book Description
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.
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From the Back Cover
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.
