Managing Corporate Brands Ormeno Marcos

Výrobca: Deutscher Universitats-Verlag

Marcos Ormeńo introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that…

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Výrobca

Deutscher Universitats-Verlag

Specifikacia Managing Corporate Brands Ormeno Marcos

Marcos Ormeńo 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.

Managing Corporate Brands Ormeno Marcos

Specifikacia Managing Corporate Brands Ormeno Marcos

Managing Corporate Brands Ormeno Marcos

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