The Routledge Companion to Corporate Branding - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Routledge Companion to Corporate Branding write by Oriol Iglesias. This book was released on 2022-04-28. The Routledge Companion to Corporate Branding available in PDF, EPUB and Kindle. This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
The Routledge Companion to Strategic Marketing
The Routledge Companion to Strategic Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Routledge Companion to Strategic Marketing write by Bodo B. Schlegelmilch. This book was released on 2020-11-24. The Routledge Companion to Strategic Marketing available in PDF, EPUB and Kindle. The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.
The Routledge Companion to Contemporary Brand Management
The Routledge Companion to Contemporary Brand Management - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Routledge Companion to Contemporary Brand Management write by Francesca Dall'Olmo Riley. This book was released on 2016-07-15. The Routledge Companion to Contemporary Brand Management available in PDF, EPUB and Kindle. The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
The Routledge Companion to Marketing History
The Routledge Companion to Marketing History - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Routledge Companion to Marketing History write by D.G. Brian Jones. This book was released on 2016-01-29. The Routledge Companion to Marketing History available in PDF, EPUB and Kindle. The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided an overview of the history of marketing thought, this is the first of its kind to do so from the perspective of companies, industries, and even whole economies. The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times. It is not to be missed by any historian or student of business.
Building Corporate Identity, Image and Reputation in the Digital Era
Building Corporate Identity, Image and Reputation in the Digital Era - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Building Corporate Identity, Image and Reputation in the Digital Era write by T C Melewar. This book was released on 2021-07-29. Building Corporate Identity, Image and Reputation in the Digital Era available in PDF, EPUB and Kindle. Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
