University of Central Florida Libraries
5/20/2013
http://library.ucf.edu/
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.
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