Managing Corporate Brands Ormeno Marcos
Marcos Ormeńo introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand. He develop… Celý popis ↓
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Managing Corporate Brands Ormeno Marcos
Marcos Ormeńo introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis.
Parametre
- Výrobca
- Deutscher Universitats-Verlag
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