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Zusatztext '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 Informationen zum Autor John Balmer, Stephen Greyser Klappentext An international and multidisciplinary collection of works capturing the quintessence of the corporation and its inner and outer manifestations. Zusammenfassung An international and multidisciplinary collection of works capturing the quintessence of the corporation and its inner and outer manifestations. Inhaltsverzeichnis Section 1: Revealing the corporation: an integrative framework 1. Managing the multiple identities of the corporation (John M. T. Balmer & Stephen A. Greyser) Section 2: Identity: the quintessence of an organization 2. Corporate identity: the myth and the reality (Wally Olins) 3. Make the most of your corporate identity (Walter Margulies) 4. Organizational identity (Stuar t Albert & David Whetten) 5. The effect of organizational structure on corporate identity management (Helen Stuart) 6. Corporate identity and corporate communications (John M. T. Balmer Edmund R. Gray) Section 3: Corporate communications: a dimension of corporate meaning 7. Corporate void (David Bernstein) 8. The management of corporate communication (Cees B. M. Van Riel) Section 4: Corporate image and reputation: the other realities 9. Sharper focus for the corporate image (Pierre Martineau) 10. Image and Substance (James Grunig) 11. The reputational landscape (Charles J. Fombrun & Cees B. M. Van Riel 12. Advancing and enhancing corporate reputation (Stephen A. Greyser) Section 5: The corporate brand: an organization’s covenant 13. Brand-building in the 1990s (Stephen King) 14. The impact of corporate marketing on a company’s brand extensions (Kevin Lane Keller & David A. Aaker) 15. The three virtues and seven deadly sins of corporate brand management (John M. T. Balmer) Section 6: Case Study 16. Bank one – “the uncommon partnership” (Peter L. Phillips & Stephen A. Greyser) Epilogue: beyond the age of innocence (John M. T. Balmer & Stephen A. Greyser) ...
