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An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area.
Fully revised and updated with the original contributions contextualized by the editors’ analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations.
This new edition features
- a new introductory section to branding and public relations, contextualizing the rest of the volume
- new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined
- new readings and an updated Harvard style case study
- revised and updated commentary and analysis from the editors.
Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.
- Sales Rank: #8258423 in Books
- Published on: 2016-05
- Original language: English
- Dimensions: .0" h x .0" w x .0" l, .0 pounds
- Binding: Paperback
- 352 pages
Review
'I commend this book as essential reading for all companies seeking to develop a more effective strategic identity in the marketplace.' - Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA
About the Author
Professor John M.T. Balmer holds the Chair of Corporate Identity and is head of the Marketing Department at Bradford School of Management. He has published numerous articles, which have appeared in a wide range of journals, as well as giving seminars at a number of business schools including those at Harvard, Oxford, Copenhagen, Stockholm, Rotterdam and Waikato.
Professor Stephen A. Greyser holds the Richard P. Chapman Chair (Marketing/Communications) Emeritus at Harvard Business School. He is responsible for a number of books, monographs, journal articles and over 300 published case studies. An elected Fellow of the American Academy of Advertising: he has also developed courses and written extensively on the business of sports and on arts/cultural administration.
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