Contemporary Perspectives on Corporate Marketing
Taylor & Francis
Contemporary Perspectives on Corporate MarketingContemplating Corporate Branding, Marketing and Communications in the 21st Century\nAuthor(s): John M.T. Balmer, Laura Illia, Almudena Gonzlez del Valle Brena\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138206069, 978-1138206069\nSynopsis\nCorporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. \n\nWhilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via ca.
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