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Ebook Top Pick

Posted on: Oct 27, 2010 @ 4:33:55 pm

Managing Corporate Brands: A New Approach to Corporate Communication
by Marcos Ormeño

Publisher's Description:
Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lengths to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication.

This ebook is available from the Springer eBooks database and is accessible anywhere with a valid UCF ID card. You can find more hospitality and business titles online by searching the Springer eBooks database. You may also find linkages to Springer eBooks in the UCF catalog, on the library website, or even in Google Scholar.

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