Corporate Branding: Areas, Arenas and Approaches

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Material type: Text

TextPublication details: Routledge 2015 LondonDescription: 261pISBN:

9780415721127

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DDC classification:

658.827 COR

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Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.827 COR (Browse shelf(Opens below))	Available		M0031437

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Previous	658.827 CLI Brands and Branding	658.827 CON Contemporary Branding: Practices and Applications	658.827 COR Corporate Branding: Concepts and Cases	658.827 COR Corporate Branding: Areas, Arenas and Approaches	658.827 COR Corporate Branding: Areas, Arenas and Approaches	658.827 CRA The Ultimate Book of Business Brands: Insights from the World's 50 Greatest Brands	658.827 DAL Brand Warfare: 10 Rules for Building The Killer Brand: Lessons for New and Old Economy Players	Next

Introduction / S. F. Syed Alwi and T. C. Melewar

Part I: Corporate Brand: Areas
1. Corporate Brand: Europe / Heather Skinner
2. Corporate Brand: USA / Russell Abratt
3. Corporate Brand: Asia / Bill Merrilees
4. Corporate Brand: New Zealand / Tony Garry

Part II: Corporate Brand: Arenas
5. Corporate Brand: Online / Zalfa Laili Hamzah, Md Nor Othman and SF Syed Alwi
6. Corporate Brand: Business-to-Business / Nuno Sequeira, Rui Vinhas da Silva and SF Syed Alwi
7. Corporate Brand: Professional Service Firms / Vincent-Wayne Mitchell and William S. Harvey
8. Corporate Brand: Place/Destination Branding / Nicholas Ind and Anastasia Mariussen

Part III: Corporate Brand: Approaches
9. Corporate Brand: Structural Equation Modelling / Tatiana Anisimova and Felix Mavondo
10. Corporate Brand: Case Study Research / Wim Elving
11. Corporate Brand: Experimental Research / Sabine Einwiller and Christopher Ruppel
12. Corporate Brand: Expert Interviews / Stefano Pace

Part IV: Conclusion to Corporate Brand
Corporate Brand: Future and Challenges / Heather Skinner

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