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Revealing the corporation : perspectives on identity, image, reputation, corporate branding, and corporate-level marketing : an anthology

著者: John M T Balmer; Stephen A Greyser
出版商: London ; New York : Routledge, 2003.
版本/格式:   图书 : 英语查看所有的版本和格式
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所有的著者/提供者: John M T Balmer; Stephen A Greyser
ISBN: 041528421X 9780415284219 0415284201 9780415284202 9780203422786 0203422783
OCLC号码: 51905614
描述: xviii, 365 p. : ill. ; 25 cm.
内容: Prologue: New Insights / John M. T. Balmer and Stephen A. Greyser --
Managing the Multiple Identities of the Corporation / John M. T. Balmer and Stephen A. Greyser --
Corporate Identity: the Myth and the Reality / Wally Olins --
Make the Most of your Corporate Identity / Walter Margulies --
Organizational Identity / Stuart Albert and David Whetten --
The Effect of Organizational Structure on Corporate Identity Mangement / Helen Stuart --
Corporate Identity and Corporate Communications: Creating a Competitive Advantage / John M. T. Balmer and Edmund R. Gray --
Corporate Void / David Bernstein --
The Management of Corporate Communication / Cees B. M. Van Riel e --
Sharper Focus for the Corporate Image / Pierre Martineau --
Image and Substance: From Symbolic to Behavioral Relationships / James Grunig --
The Reputational Landscape / Charles J. Fombrun and Cees B. M. Van Riel --
Advancing and Enhancing Corporate Reputation / Stephen A. Greyser --
Brand Building in the 1990s / Stephen King --
The Impact of Corporate Marketing on a Company's Brand Extensions / evin Lane Keller and David A. Aaker --
The Three Virtues and Seven Deadly Sins of Corporate Brand Management / John M. T. Balmer --
Bank One --
"The Uncommon Partnership" / Peter L. Phillips and Stephen A. Greyser --
Epilogue: Beyond the Age of Innocence / John M. T. Balmer and Stephen A. Greyser.
责任: selected and interpreted by John M.T. Balmer and Stephen A. Greyser.
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