Managing Corporate Brands

Managing Corporate Brands

A new approach to corporate communication

by Marcos Ormeno

323 pages· 2007· ISBN 9783835095991
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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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