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'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
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As the concepts of corporate identity, communication, image and branding have caught the imagination of both scholars and managers, new ways of conceptualising organizations have arisen. This international and multidisciplinary collection of works captures the quintessence of the corporation and its many inner and outer manifestations. Both editors are pioneers of the area, and in this work they present a new approach to the subject area. Drawing on their wide experience the editors have assembled a portfolio of readings from those who practice, study and research the areas in question, selecting illuminating pieces that stem from the 1950s to the present day to highlight both practitioner and scholarly perspectives. Features include: Editors' analysis and commentary Original pieces Case studies Discussion questions Further reading The resulting work is an eclectic anthology that affords a new way of comprehending organizations, without the need for limitations or narrow perspectives. This is essential reading for anybody who is serious about understanding the many levels of corporate meaning.
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WE BEGIN THIS ANTHOLOGY with an article coauthored by the editors. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
WE BEGIN THIS ANTHOLOGY with an article coauthored by the editors. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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