Articles liés à Contemporary Issues in Branding

Contemporary Issues in Branding - Couverture souple

 
9781138368545: Contemporary Issues in Branding
Couverture souple
ISBN 10 : 1138368547 ISBN 13 : 9781138368545
Editeur : Routledge, 2019

Synopsis

This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level.

Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods.

Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Pantea Foroudi is business manager and Solution Architect at Foroudi Consultancy, and a member of the Marketing, Branding, and Tourism department at Middlesex University London, UK.

Maria Palazzo is a research fellow at the Department of Political and Communication Sciences (DISPC) at University of Salerno, Italy, where she is also a member of the Sustainability Communication Centre (SCC).

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2019
Langue
anglais
ISBN 10 
1138368547
ISBN 13 
9781138368545
Reliure
Broché
Nombre de pages
318
Éditeur
Foroudi Pantea
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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