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Marketing Corporate Image
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Book Synopsis Marketing Corporate Image by : James R. Gregory
Download or read book Marketing Corporate Image written by James R. Gregory and published by McGraw Hill Professional. This book was released on 1999 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Corporate Image guides the reader to ways of thinking about corporate advertising, as an investment rather than a cost, how to do it and why it is necessary to build a corporate image in order to increase product sales.'
Book Synopsis Corporate Image Management by : Steven Howard
Download or read book Corporate Image Management written by Steven Howard and published by Routledge. This book was released on 1998 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate Image Management is a comprehensive, practical introduction to one of the most potent marketing and management tools available for the use of senior executives. Progressive corporate leaders will want to use this new discipline to drive their organizations in today's increasingly competitive markets. The corporate image communicates the organization's mission, the professionalism of its leadership, the calibre of its employees, and its roles within the marketing environment or political landscape. Historically, thinking and writing about the subject has come from the area of graphic design. This approach no longer suits the global, dynamic, cross-border and cross-cultural world in which many of today's businesses and organizations compete. Corporate Image Management describes the discipline which will be a key to successful marketing well into the next century. Steven Howard, who has over 18 years' senior marketing experience in the Asia/Pacific region, illustrates the concept of corporate image management with case stories from Singapore Airlines, MasterCard International, Amazon.com, the National Basketball Association, Britain's Royal Family, and many others. Treats corporate image correctly as a marketing discipline, not a design issue Corporate image is a critical component of relationship excellence Can be used for implementing strategic change within any organization
Book Synopsis Building Corporate Identity, Image and Reputation in the Digital Era by : T C Melewar
Download or read book Building Corporate Identity, Image and Reputation in the Digital Era written by T C Melewar and published by Taylor & Francis. This book was released on 2021-07-29 with total page 573 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
Book Synopsis The Company Image by : Elinor Selame
Download or read book The Company Image written by Elinor Selame and published by . This book was released on 1988-09-23 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: With so many similar or seemingly identical corporations, products and services vying for attention, why is it that some prosper while others fail? This question and many related questions and issues are clearly examined in this book, which shows why a positive, attention-getting corporate image is one of the most important marketing tools for any company. Using several case studies to illustrate key points, it explains what a corporate identity is, why it is important, and how to determine if a company needs a new or revised one. Also discusses how to choose a corporate symbol that sends out the right message, with several annotated illustrations of corporate seals and logos, and examines the responsibilities and alternatives in communicating a new corporate image. Other topics cover packaging and creating brand image as strategic marketing tools; how architectural design can be a powerful statement of company image; using advertising to project a positive corporate image; and issues related to marketing and corporate image-making in the international arena.
Book Synopsis Building Corporate Identity, Image and Reputation in the Digital Era by : T C Melewar
Download or read book Building Corporate Identity, Image and Reputation in the Digital Era written by T C Melewar and published by Routledge. This book was released on 2021-07-29 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
Book Synopsis Contemplating Corporate Marketing, Identity and Communication by : Klement Podnar
Download or read book Contemplating Corporate Marketing, Identity and Communication written by Klement Podnar and published by Routledge. This book was released on 2013-12-16 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the first International Corporate Identity Group’s symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights. In a field characterized by paradoxes – unity and variety; integration and specialization – the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.
Book Synopsis Corporate Image Management by : Steven Howard
Download or read book Corporate Image Management written by Steven Howard and published by Routledge. This book was released on 1999-04-24 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate Image Management is a comprehensive, practical introduction to one of the most potent marketing and management tools available for the use of senior executives. Progressive corporate leaders will want to use this new discipline to drive their organizations in today's increasingly competitive markets. The corporate image communicates the organization's mission, the professionalism of its leadership, the calibre of its employees, and its roles within the marketing environment or political landscape. Historically, thinking and writing about the subject has come from the area of graphic design. This approach no longer suits the global, dynamic, cross-border and cross-cultural world in which many of today's businesses and organizations compete. Corporate Image Management describes the discipline which will be a key to successful marketing well into the next century. Steven Howard, who has over 18 years' senior marketing experience in the Asia/Pacific region, illustrates the concept of corporate image management with case stories from Singapore Airlines, MasterCard International, Amazon.com, the National Basketball Association, Britain's Royal Family, and many others. Treats corporate image correctly as a marketing discipline, not a design issue Corporate image is a critical component of relationship excellence Can be used for implementing strategic change within any organization
Download or read book The Corporate Brand written by N. Ind and published by Springer. This book was released on 1997-06-06 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.
Book Synopsis Revealing the Corporation by : John M. T. Balmer
Download or read book Revealing the Corporation written by John M. T. Balmer and published by Psychology Press. This book was released on 2003 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area. Fully revised and updated with the original contributions contextualized by the editors' analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations. This new edition features a new introductory section to branding and public relations, contextualizing the rest of the volume new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined new readings and an updated Harvard style case study revised and updated commentary and analysis from the editors Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.
Book Synopsis Corporate Branding by : Majken Schultz
Download or read book Corporate Branding written by Majken Schultz and published by Copenhagen Business School Press DK. This book was released on 2005 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding isundergoing fundamental changes and becoming more cross-disciplinary and strategically driven.
Book Synopsis Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification by :
Download or read book Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification written by and published by Emerald Group Publishing. This book was released on 2006 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Contemporary Thoughts on Corporate Branding and Corporate Identity Management by : T. Melewar
Download or read book Contemporary Thoughts on Corporate Branding and Corporate Identity Management written by T. Melewar and published by Springer. This book was released on 2008-10-23 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.
Book Synopsis Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference by : B. J. Dunlap
Download or read book Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference written by B. J. Dunlap and published by Springer. This book was released on 2015-01-02 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1990 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, industrial marketing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis Corporate Communication by : Klement Podnar
Download or read book Corporate Communication written by Klement Podnar and published by Routledge. This book was released on 2014-11-13 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability. In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola. This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
Book Synopsis Modern Marketing Communications by : Frank Jefkins
Download or read book Modern Marketing Communications written by Frank Jefkins and published by Springer. This book was released on 1990 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.
Download or read book Corporate Branding written by T C Melewar and published by Routledge. This book was released on 2015-04-10 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 realize 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, USA, 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 cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
Book Synopsis Facets of Corporate Identity, Communication and Reputation by : Tc Melewar
Download or read book Facets of Corporate Identity, Communication and Reputation written by Tc Melewar and published by Routledge. This book was released on 2008-04-03 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work? Including contributions from academics and practitioners, this important collection unravels the complexities of this growing field of study. The text is split into three coherent sections, focusing in turn on identity, communication and reputation. Case studies are used throughout the book to illustrate important issues, such as the basic principles of visual communication, the importance of reaching both internal and external stakeholders, and the challenges faced by companies working in multi-cultural environments. This book brings clarity and new theoretical insights to an important aspect of modern business. It is an invaluable companion for all students, researchers and practitioners with an interest in marketing, communications and international business.
