TOP
0
0
魅麗。花火原創小說66折起
Corporate Branding ─ Areas, Arenas and Approaches
90折

Corporate Branding ─ Areas, Arenas and Approaches

定  價:NT$ 3119 元
優惠價:902807
無庫存,下單後進貨(到貨天數約45-60天)
可得紅利積點:84 點
相關商品
商品簡介
作者簡介

商品簡介

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:

Area: Geographical areas across the globe including the UK, US, Europe and Asia

Arena: A variety of commercial and not-for-profit sectors, both B2B and B2C

Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.

These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional.

作者簡介

T C Melewar (BSc, MBA, PhD) is Professor of Marketing and Strategy at Middlesex University, London, UK.

S F Syed Alwi is a Lecturer of Corporate Brand Marketing at Brunel Business School, Brunel University, London, UK

您曾經瀏覽過的商品

購物須知

外文書商品之書封,為出版社提供之樣本。實際出貨商品,以出版社所提供之現有版本為主。部份書籍,因出版社供應狀況特殊,匯率將依實際狀況做調整。

無庫存之商品,在您完成訂單程序之後,將以空運的方式為你下單調貨。為了縮短等待的時間,建議您將外文書與其他商品分開下單,以獲得最快的取貨速度,平均調貨時間為1~2個月。

為了保護您的權益,「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。

若要辦理退貨,請在商品鑑賞期內寄回,且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。

優惠價:90 2807
無庫存,下單後進貨
(到貨天數約45-60天)

暢銷榜

客服中心

收藏

會員專區