Corporate Branding: Purpose/people/process : Towards the Second Wave of Corporate Branding
- ISBN-10
- 8763001403
- ISBN-13
- 9788763001403
- Category
- Business & Economics
- Pages
- 268
- Language
- English
- Published
- 2005
- Publisher
- Copenhagen Business School Press DK
- Authors
- Majken Schultz, Yun Mi Antorini, Fabian F. Csaba
Description
Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding isundergoing fundamental changes and becoming more cross-disciplinary and strategically driven.
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