Managing Corporate Brands
by Marcos Ormeno
Wybierz format:
179.40 zł
Opis książki
Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. 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. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
Szczegóły książki
Autor
Marcos Ormeno
Wydawnictwo
Deutscher Universitätsverlag
Rok wydania
2007
ISBN
9783835095991
Dostępne formaty
eBook (PDF, EPUB)
Audiobook (MP3)
Język
Polski