Contemporary perspectives on corporate marketing

Contemporary perspectives on corporate marketing contemplating corporate branding, marketing and communications in the twenty-first century / [electronic resource] : edited by John M.T. Balmer, Laura Illia and Almudena Gonzâalez del Valle Brena. - London ; New York : Routledge, 2013. - xix, 156 p. : ill. - Routledge interpretive marketing research . - Routledge interpretive marketing research series. .

Includes bibliographical references and index.

pt. 1. Managing corporate brands : integrating them with multiple and national identities -- pt. 2. An employee perspective to brand and identity management -- pt. 3. Brand, CSR and reputation.




Mode of access: World Wide Web.

9780203072707 (e-book : PDF)


Corporate image.
Corporate culture.
Communication in organizations.
Branding (Marketing)
Corporations.


Electronic books.