ISBN:9783835095991

Managing Corporate Brands

Autor: Marcos Ormeno

Wydawnictwo: Deutscher Universitätsverlag

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.
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