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Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing: Perspectives on Identity, Image, Reputation and Corporate Branding [Hardcover]

John Balmer (Editor), Stephen Greyser (Editor)

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Product details

Hardcover: 352 pages
Publisher: Routledge; 1 edition (13 Mar 2003)
Language English
ISBN-10: 0415284201
ISBN-13: 978-0415284202
Product Dimensions: 25.7 x 18.6 x 2.9 cm
Amazon Bestsellers Rank: 2,331,776 in Books (See Top 100 in Books)

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Product Description

Review

'I commend this book as essential reading for all companies seeking to develop a more effective strategic identity in the marketplace.' - Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

Product Description

An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area.

Fully revised and updated with the original contributions contextualized by the editors’ analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations.

This new edition features

a new introductory section to branding and public relations, contextualizing the rest of the volume
new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined
new readings and an updated Harvard style case study
revised and updated commentary and analysis from the editors

Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.

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First Sentence
WE BEGIN THIS ANTHOLOGY with an article coauthored by the editors. Read the first page

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1 of 1 people found the following review helpful

Excellent anthology with a good framework for corporate identity 26 Mar 2008

By Richard Maltsbarger - Published on Amazon.com

Format:Paperback|Amazon Verified Purchase

The editors of this book have provided a solid reference anthology for both the more experienced practitioner and a studying academic looking to familiarize with corporate identity, branding, reputation and communications. I found the editor's notes to be very helpful in guiding further readings and in judging whether it is necessary to read the specific articles to gather further information. I would recommend this book to professionals looking to further their study of the topics and to review as one of many literature references in beginning to drive corporate level identity research and strategy.

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