The Routledge Companion to Corporate Branding【電子書籍】

＜p＞This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature.＜/p＞ ＜p＞The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and．．．楽天市場のショップで商品詳細の続きを見る