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Managing Corporate Brands
Marcos Ormeno
€ 64.98
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Description for Managing Corporate Brands
Paperback. Num Pages: 323 pages, 31 black & white tables, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 18. Weight in Grams: 510.
Publications bridging the gap between brand management and communication management very often focus on product brands. In his dissertation, the author uses corporate brands as the starting point rather than product brands. Both a - havioural approach (for the purposes of deductively developing a stimul- organism-response framework) and a managerial approach (for the purposes of developing a decision-making model for selecting corporate communication tools) are examined with the results of the behavioural analysis being integrated into the managerial analysis. The author succeeds in dealing with a ?eld seldom explored in such depth in marketing literature in an innovative way. The ... Read more
Publications bridging the gap between brand management and communication management very often focus on product brands. In his dissertation, the author uses corporate brands as the starting point rather than product brands. Both a - havioural approach (for the purposes of deductively developing a stimul- organism-response framework) and a managerial approach (for the purposes of developing a decision-making model for selecting corporate communication tools) are examined with the results of the behavioural analysis being integrated into the managerial analysis. The author succeeds in dealing with a ?eld seldom explored in such depth in marketing literature in an innovative way. The ... Read more
Product Details
Format
Paperback
Publication date
2007
Publisher
Deutscher Universitats-Verlag Germany
Number of pages
323
Condition
New
Number of Pages
323
Place of Publication
Wiesbaden, Germany
ISBN
9783835007819
SKU
V9783835007819
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Marcos Ormeno
Dr. 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 & Lux tätig.
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