Global corporate brand book, the
Auteur :
Morley, M.
Éditeur :
Palgrave USA
ISBN :
9781403996633
Date de publication :
14 mai 2009
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
USA
The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term.