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Managing Corporate Brands

Managing Corporate Brands

Marcos Ormeno

66,02 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2007
Materia
Ventas y marketing
ISBN:
9783835007819
66,02 €
IVA incluido
Disponible

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  • Librería Samer Atenea
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Sobre IBD

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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