Corporate branding : (Record no. 13438)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02502cam a2200253 i 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 141031s2015 nyu b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780415721110 (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780415721127 (paperback) |
| 245 00 - TITLE STATEMENT | |
| Title | Corporate branding : |
| Remainder of title | areas, arenas and approaches / |
| Statement of responsibility, etc | edited by T C Melewar and S F Syed Alwi. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | London |
| Name of publisher | Routledge |
| Date of publication | 2015 |
| 300 ## - COLLATION | |
| Pagination | xxiii, 261 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | "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 realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:Area: Geographical areas across the globe including the UK, US, Europe and AsiaArena: A variety of commercial and not-for-profit sectors, both B2B and B2C Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional. "-- |
| 650 #0 - TRACINGS | |
| Main Subject | Marketing. |
| 650 #0 - TRACINGS | |
| Main Subject | Consumers' preferences. |
| 650 #7 - TRACINGS | |
| Main Subject | BUSINESS & ECONOMICS / Advertising & Promotion. |
| 650 #7 - TRACINGS | |
| Main Subject | BUSINESS & ECONOMICS / Public Relations. |
| 650 #7 - TRACINGS | |
| Main Subject | BUSINESS & ECONOMICS / Marketing / General. |
| 700 1# - ADDITIONAL AUTHOR | |
| Additional Author | Melewar, T. C., |
| 700 1# - ADDITIONAL AUTHOR | |
| Additional Author | Alwi, S. F. Syed., |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Item type | Books |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415 |
| Item number | C6547 |
| Source of classification or shelving scheme | Not for loan | Collection code | Permanent location | Current location | Shelving location | Date acquired | Full call number | Barcode. | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Non-fiction | Lagos Business School Library | Lagos Business School Library | General Stacks | 18/08/2022 | HF5415 C6547 | 2023-0014 | Books |