Revealing the Corporation
Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing
Price: $200.00
Add to Cart- ISBN: 978-0-415-28420-2
- Binding: Hardback (also available in Paperback)
- Published by: Routledge
- Publication Date: 13th March 2003
- Pages: 352
About the Book
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.
Reviews
'I commend this book as essential reading for all companies seeking to develop a more effective strategic identity in the marketplace.' - Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA
Table of Contents
1. Revealing the Corporation: An Integrative Framework 2. Identiy: The Quintessence of an Organization 3. Corporate Communications: A Dimension of Corporate Meaning 4. Corporate Image and Reputation: The Other Realities 5. The Corporate Brand: An Organization's Covenant 6. Case Study Section