Contemporary Perspectives On Corporate Marketing


Contemporary Perspectives On Corporate Marketing
Author: John M.T. Balmer
Publisher: Routledge
ISBN: 1135100608
Size: 12.25 MB
Format: PDF
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Contemporary Perspectives On Corporate Marketing

eBook File: Contemporary-perspectives-on-corporate-marketing.PDF Book by John M.T. Balmer, Contemporary Perspectives On Corporate Marketing Books available in PDF, EPUB, Mobi Format. Download Contemporary Perspectives On Corporate Marketing books, Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.


Contemporary Perspectives on Corporate Marketing
Language: en
Pages: 176
Authors: John M.T. Balmer, Laura Illia, Almudena González del Valle Brena
Categories: Business & Economics
Type: BOOK - Published: 2013-07-24 - Publisher: Routledge
Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.
Contemporary Perspectives on Strategic Market Planning
Language: en
Pages: 453
Authors: Roger A. Kerin, Vijay Mahajan, P. Varadarajan
Categories: Marketing
Type: BOOK - Published: 1990 - Publisher:
Books about Contemporary Perspectives on Strategic Market Planning
Corporate Brand Management
Language: de
Pages: 769
Authors: Franz-Rudolf Esch, Torsten Tomczak, Joachim Kernstock, Tobias Langner, Jörn Redler
Categories: Business & Economics
Type: BOOK - Published: 2019-07-02 - Publisher: Springer-Verlag
Mit diesem Buch bauen Sie ein effektives Corporate Brand Management auf Sie möchten Ihre Unternehmensmarke effektiver einsetzen? Dieses Buch über das Corporate Brand Management hilft Ihnen dabei. Es zeigt Ihnen, wie Sie Ihre Markenführung wirksam verbessern können. Die Autoren haben einen strukturierten Leitfaden geschaffen, mit dem Sie Schritt für Schritt – von der Entwicklung bis zur Umsetzung – ein Führungskonzept für das Markenmanagement aufbauen. Dabei helfen Ihnen zahlreiche Praxisbeispiele, die die theoretischen Ausführungen immer wieder auflockern. Die 4. Auflage wurde erweitert und überarbeitet In der 4. Auflage dieses Buches haben die Herausgeber noch weitere Aspekte des Corporate Brand Managements aufgenommen. Vor allem aktuelle Fragestellungen zu Digitalisierung, Markenkommunikation und -kooperation spielen eine Rolle. Das Werk richtet sich vor allem an Manager und Experten aus der Werbeforschung.
Moderne Konzepte des organisationalen Marketing
Language: de
Pages: 408
Authors: Thorsten Kliewe, Tobias Kesting
Categories: Business & Economics
Type: BOOK - Published: 2014-01-16 - Publisher: Springer-Verlag
​Das Buch widmet sich dem organisationalen Marketing, d. h. Marketing gegenüber Organisationen aller Art als Zielgruppen. Es werden neue Erkenntnisse aus der Theorie und Praxis des Business-to-Business- und des Science-to-Business Marketing aufgezeigt.
Global Perspectives on Contemporary Marketing Education
Language: en
Pages: 293
Authors: Smith, Brent
Categories: Business & Economics
Type: BOOK - Published: 2016-03-17 - Publisher: IGI Global
A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills and knowledge of how to remain competitive in the global market. As companies compete for international standing, the value of marketing professionals with well-rounded experience, exposure, and education has skyrocketed. Global Perspectives on Contemporary Marketing Education addresses this need by considering the development and education of marketing professionals in an age of shifting markets and heightened consumer engagement. A compendium of innovations, insights, and ideas from marketing professors and professionals, this title explores the need for students to be prepared to enter the sophisticated global marketplace. This book will be invaluable to marketing or business students and educators, business professionals, and business school administrators.
Contemporary Perspectives on Tourism
Language: en
Pages: 290
Authors: University of Waterloo. Department of Geography
Categories: Tourism
Type: BOOK - Published: 2001 - Publisher: University of Waterloo Department of Geography
Books about Contemporary Perspectives on Tourism
Contemporary Perspectives on Interpersonal Communication
Language: en
Pages: 517
Authors: Sandra Sporbert Petronio
Categories: Psychology
Type: BOOK - Published: 1993 - Publisher: WCB/McGraw-Hill
Books about Contemporary Perspectives on Interpersonal Communication
Perspectives on Contemporary Issues
Language: en
Pages: 762
Authors: Katherine Anne Ackley
Categories: Education
Type: BOOK - Published: 2005-06 - Publisher: Wadsworth Publishing Company
Resource added for the Psychology (includes Sociology) 108091 courses.
Strategic Marketing Problems
Language: en
Pages: 722
Authors: Roger A. Kerin, Robert A. Peterson
Categories: Business & Economics
Type: BOOK - Published: 2007 - Publisher: Prentice Hall
This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.
Journal of Marketing
Language: en
Pages:
Authors: Roger A. Kerin, Robert A. Peterson
Categories: Marketing
Type: BOOK - Published: 1995 - Publisher:
Books about Journal of Marketing