瀏覽紀錄

TOP
1/1
無庫存,下單後進貨(採購期約45-60個工作天)
Ceo Branding ─ Theories and Practice
  • Ceo Branding ─ Theories and Practice

  • ISBN13:9781138013711
  • 出版社:Taylor & Francis
  • 作者:Marc Fetscherin (EDT)
  • 裝訂/頁數:精裝/302頁
  • 規格:23.5cm*15.9cm*2.5cm (高/寬/厚)
  • 出版日:2015/06/24
定  價:NT$6750元
優惠價: 96075
可得紅利積點:182 點

無庫存,下單後進貨(採購期約45-60個工作天)

商品簡介

作者簡介

CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise.

The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes ‘lessons learned’ and many examples that illustrate how companies can measure and manage the CEO brand.

This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand.

For more information, visit www.ceobranding.org

Marc Fetscherin is an Associate Professor of International Business and Marketing at Rollins College, USA. Prior to his academic career, he was a consultant at McKinsey & Company and CEO of Bonfort SA, a small Swiss-based luxury goods company. He has published three edited books, multiple book chapters, and numerous journal articles. His most recent book is an edited collection onConsumer Brand Relationships, also published by Routledge. For more information, visit www.fetscherin.com.

購物須知

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。

外文館商品之書封,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。