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1. Managing the multiple identities of the corporation (John M. T. Balmer & Stephen A. Greyser)
Section 2: Identity: the quintessence of an organization
2. Corporate identity: the myth and the reality (Wally Olins)
3. Make the most of your corporate identity (Walter Margulies)
4. Organizational identity (Stuar t Albert & David Whetten)
5. The effect of organizational structure on corporate identity management (Helen Stuart)
6. Corporate identity and corporate communications (John M. T. Balmer Edmund R. Gray)
Section 3: Corporate communications: a dimension of corporate meaning
7. Corporate void (David Bernstein)
8. The management of corporate communication (Cees B. M. Van Riel)
Section 4: Corporate image and reputation: the other realities
9. Sharper focus for the corporate image (Pierre Martineau)
10. Image and Substance (James Grunig)
11. The reputational landscape (Charles J. Fombrun & Cees B. M. Van Riel
12. Advancing and enhancing corporate reputation (Stephen A. Greyser)
Section 5: The corporate brand: an organization´s covenant
13. Brand-building in the 1990s (Stephen King)
14. The impact of corporate marketing on a company´s brand extensions (Kevin Lane Keller & David A. Aaker)
15. The three virtues and seven deadly sins of corporate brand management (John M. T. Balmer)
Section 6: Case Study
16. Bank one – "the uncommon partnership" (Peter L. Phillips & Stephen A. Greyser)
Epilogue: beyond the age of innocence (John M. T. Balmer & Stephen A. Greyser)
1. Managing the multiple identities of the corporation (John M. T. Balmer & Stephen A. Greyser)
Section 2: Identity: the quintessence of an organization
2. Corporate identity: the myth and the reality (Wally Olins)
3. Make the most of your corporate identity (Walter Margulies)
4. Organizational identity (Stuar t Albert & David Whetten)
5. The effect of organizational structure on corporate identity management (Helen Stuart)
6. Corporate identity and corporate communications (John M. T. Balmer Edmund R. Gray)
Section 3: Corporate communications: a dimension of corporate meaning
7. Corporate void (David Bernstein)
8. The management of corporate communication (Cees B. M. Van Riel)
Section 4: Corporate image and reputation: the other realities
9. Sharper focus for the corporate image (Pierre Martineau)
10. Image and Substance (James Grunig)
11. The reputational landscape (Charles J. Fombrun & Cees B. M. Van Riel
12. Advancing and enhancing corporate reputation (Stephen A. Greyser)
Section 5: The corporate brand: an organization´s covenant
13. Brand-building in the 1990s (Stephen King)
14. The impact of corporate marketing on a company´s brand extensions (Kevin Lane Keller & David A. Aaker)
15. The three virtues and seven deadly sins of corporate brand management (John M. T. Balmer)
Section 6: Case Study
16. Bank one – "the uncommon partnership" (Peter L. Phillips & Stephen A. Greyser)
Epilogue: beyond the age of innocence (John M. T. Balmer & Stephen A. Greyser)
| Fachbereich: | Allgemeines |
|---|---|
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9780415284219 |
| ISBN-10: | 041528421X |
| Sprache: | Englisch |
| Einband: | Paperback |
| Hersteller: | Taylor & Francis Group |
| Verantwortliche Person für die EU: | Petersen Buchimport GmbH, Vertrieb, Weidestr. 122a, D-22083 Hamburg, gpsr@petersen-buchimport.com |
| Maße: | 245 x 174 x 17 mm |
| Erscheinungsdatum: | 13.03.2003 |
| Gewicht: | 0,754 kg |
| Fachbereich: | Allgemeines |
|---|---|
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9780415284219 |
| ISBN-10: | 041528421X |
| Sprache: | Englisch |
| Einband: | Paperback |
| Hersteller: | Taylor & Francis Group |
| Verantwortliche Person für die EU: | Petersen Buchimport GmbH, Vertrieb, Weidestr. 122a, D-22083 Hamburg, gpsr@petersen-buchimport.com |
| Maße: | 245 x 174 x 17 mm |
| Erscheinungsdatum: | 13.03.2003 |
| Gewicht: | 0,754 kg |
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