Advances in Corporate Branding
John M. T. Balmer, Shaun M. Powell, Joachim Kernstock, Tim Oliver Brexendorf (eds.)This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Categorías:
Año:
2017
Edición:
1
Editorial:
Palgrave Macmillan UK
Idioma:
english
Páginas:
219
ISBN 10:
1352000083
ISBN 13:
9781352000085
Serie:
Journal of Brand Management: Advanced Collections
Archivo:
PDF, 1.07 MB
IPFS:
,
english, 2017
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