Brand Management

The CEO Brand explores the impact a CEO has on the firm and the ways in which this "human brand" affects the corporation both in financial and non-financial terms, from firm performance and profits to trust and corporate reputation...

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business pe..

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business pe..

According to Ernst & Young, the investment community believes that up to 50 per cent of a company's value is intangible - based mostly on corporate reputation. This book contains academic content along with practical contributions, developed by those serving as consultants or working in organization..

For any company, large or small, the most effective protection against competition is long-term customer loyalty. Stephan Butscher's step-by-step guide explains how the key to customer loyalty lies in identifying and offering your customers the right combination of financial and non-financial benefi..

For any company, large or small, the most effective protection against competition is long-term customer loyalty. Stephan Butscher's step-by-step guide explains how the key to customer loyalty lies in identifying and offering your customers the right combination of financial and non-financial benefi..

Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance - and challenges - of corporate ..

Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. _x005F_x000D_ This is THE key scholarly text in this crucial topic, an already hugely r..

In this wide-ranging book the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in whic..

In this wide-ranging book the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in whic..

This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers._x005F_x000D_ This book was originally published as a special issue of Journal of Global Sc..

Call centres and contact centres form an important and rapidly growing part of today's business world. They present a range of management challenges, from strategic decisions about how to develop a customer strategy, business planning through to detailed considerations of staffing levels and appro..