TY  - BOOK
AU  - Melewar, T. C.
AU  - Alwi, S. F. Syed
TI  - Corporate Branding: Areas, Arenas and Approaches
SN  - 9780415721127
U1  - 658.827 
PY  - 2015///
CY  - London
PB  - Routledge
KW  - Marketing
KW  - Consumers Preferences
KW  - Brand Management
KW  - Public Relations
KW  - Advertising
N1  - 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
ER  -