Melewar, T. C.
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자료유형 | E-BOOK |
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서명/저자사항 | Corporate branding [electronic resource]: areas, arenas and approaches/ edited by TC Melewar and S.F. Syed Alwi. |
개인저자 | Melewar, T. C.,editor, Alwi, S. F. Syed,editor, |
발행사항 | London: Routledge, Taylor & Francis Group, 2015. |
형태사항 | 1 online resource (xxiii, 261 pages). |
기타형태 저록 | Print version: State of global education. New York : Routledge, 2015 9780415721677 |
ISBN | 9781315863177 1315863170 9781317950912 1317950917 |
서지주기 | Includes bibliographical references and index. |
요약 | "A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples.-- |
해제 | Provided by publisher. |
일반주제명 | Marketing. Consumers' preferences. BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Consumers' preferences. Marketing. Markenarchitektur. Welt. |
언어 | 영어 |
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