The Global Corporate Brand Book
Michael Morley
in Palgrave Macmillan Books from Palgrave Macmillan
Date: 2009
ISBN: 978-0-230-23945-6
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Chapters in this book:
- Introduction
- Michael Morley
- The brand house
- Michael Morley
- The house of brands
- Michael Morley
- We are family
- Michael Morley
- The brand, cèst moi
- Michael Morley
- Transitions — the next generation
- Michael Morley
- Location branding
- Michael Morley
- The boring business of B2B
- Michael Morley
- Professional service firms
- Michael Morley
- Not-for-profits
- Michael Morley
- Living the brand
- Michael Morley
- Mergers and acquisitions
- Michael Morley
- Rebranding the corporation
- Michael Morley
- Crisis — the defining moment
- Michael Morley
- The pillars — creating the brand foundation
- Michael Morley
- Corporate social responsibility
- Michael Morley
- What’s it worth?
- Michael Morley
- The role of public relations in brand building
- Michael Morley
- Researching brand reputation
- Michael Morley
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-0-230-23945-6
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DOI: 10.1057/9780230239456
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