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Online Public Access Catalogue

题名/责任者:

The Routledge companion to corporate branding / edited by Oriol Iglesias, Nicholas Ind and Majken Schultz.

出版发行项:

New York, NY : Routledge, 2022.

ISBN:

9781032252599

ISBN:

9780367476632

载体形态项:

xxii, 511 pages : illustrations ; 26 cm.

丛编说明:

Routledge companions in business, management & marketing

附加个人名称:

Schultz, Majken, editor.

附加个人名称:

Ind, Nicholas, editor.

附加个人名称:

Iglesias, Oriol, editor.

论题主题:

Corporate image.

论题主题:

Corporate culture.

论题主题:

Branding (Marketing)-Management.

中图法分类号:

F760.5

书目附注:

Includes bibliographical references and index.

摘要附注:

"This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars and researchers in management, marketing and brand management, offering a single repository on the current state of knowledge, current debates and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management"--

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