MARC Record from marc_columbia

LEADER: 06614cam a2200781Ii 4500
001 15105310
005 20220618232240.0
006 m o d
007 cr cnu|||unuuu
008 150415t20152015enk ob 001 0 eng d
035 $a(OCoLC)ocn907374222
035 $a(NNC)15105310
040 $aN$T$beng$erda$epn$cN$T$dIDEBK$dN$T$dCDX$dE7B$dYDXCP$dOSU$dOCLCF$dOCLCA$dTYFRS$dUAB$dOCLCQ$dYDX$dBUF$dMNI$dOCLCQ$dUKMGB$dOCLCQ$dLEAUB$dUKAHL$dOCLCQ$dBWN$dOCLCQ$dK6U$dOCLCO
016 7 $a017492581$2Uk
020 $a9781315863177$q(electronic bk.)
020 $a1315863170$q(electronic bk.)
020 $a9781317950912$q(electronic bk.)
020 $a1317950917$q(electronic bk.)
020 $a9781317950905
020 $a1317950909
020 $a9781317950899
020 $a1317950895
020 $z9780415721110$q(hardcover)
020 $z0415721113$q(hardcover)
020 $z9780415721127$q(paperback)
020 $z0415721121$q(paperback)
035 $a(OCoLC)907374222
037 $a2011275$bProquest Ebook Central
050 4 $aHF5415$b.C6547 2015
072 7 $aBUS$x082000$2bisacsh
072 7 $aBUS$x041000$2bisacsh
072 7 $aBUS$x042000$2bisacsh
072 7 $aBUS$x085000$2bisacsh
082 04 $a658.8/27$223
084 $aBUS002000$aBUS052000$aBUS043000$2bisacsh
049 $aZCUA
245 00 $aCorporate branding :$bareas, arenas and approaches /$cedited by TC Melewar and S.F. Syed Alwi.
264 1 $aLondon :$bRoutledge, Taylor & Francis Group,$c2015.
264 4 $c©2015
300 $a1 online resource (xxiii, 261 pages)
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
588 0 $aOnline resource; title from PDF title page (EBSCO, viewed April 17, 2015).
505 0 $apt. 1. Corporate brand : areas -- pt. 2. Corporate brand : arenas -- pt. 3. Corporate brand : approaches -- pt. 4. Conclusion to corporate brand.
520 $a"A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:Area: Geographical areas across the globe including the UK, US, Europe and AsiaArena: A variety of commercial and not-for-profit sectors, both B2B and B2C Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional."--$cProvided by publisher.
520 $a"A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: Geographical areas across the globe including the UK, US, Europe and Asia Arena: A variety of commercial and not-for-profit sectors, both B2B and B2C Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional"--$cProvided by publisher.
650 0 $aMarketing.
650 0 $aConsumers' preferences.
650 6 $aMarketing.
650 6 $aConsommateurs$xPréférences.
650 7 $amarketing.$2aat
650 7 $aBUSINESS & ECONOMICS$xIndustrial Management.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement Science.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xOrganizational Behavior.$2bisacsh
650 7 $aConsumers' preferences.$2fast$0(OCoLC)fst00876441
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aMarkenarchitektur.$0(DE-601)655166459$0(DE-STW)29805-6$2stw
650 7 $aWelt.$0(DE-601)09140004X$0(DE-STW)16809-5$2stw
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aMelewar, T. C.,$eeditor.
700 1 $aAlwi, S. F. Syed,$eeditor.
776 08 $iPrint version:$tState of global education.$dNew York : Routledge, 2015$z9780415721677$w(DLC) 2014045246$w(OCoLC)897785852
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15105310$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS