Contemporary Perspectives on Corporate Marketing
Contemplating Corporate Branding, Marketing and Communications in the Twenty-First Century
||Balmer, John M. T.|
Brena, Almudena González del Valle
|Series title:||Routledge Interpretive Marketing Research Ser.|
|Publication Date:||Jul 2013|
| Book Format:||Hardback|
|List Price:||USD $145.00|
| Book Description: |
Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost.
Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to...