Titlebook: Raising the Corporate Umbrella; Corporate Communicat Philip J. Kitchen,Don E. Schultz Book 2001 Palgrave Macmillan, a division of Macmillan

BID

書目名稱Raising the Corporate Umbrella影響因子(影響力)




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CERE

煩擾

Prognosis

BALE

978-1-349-42532-7Palgrave Macmillan, a division of Macmillan Publishers Limited 2001

試驗

使人煩燥

Global issues in branding, communication and corporate structure,m Tom Long, the newly appointed head of operations for Britain and Ireland. Long had spent most of his decade-long career in the Atlanta head-quarters in market research and as global director for strategic marketing. Long stated:

FUSE

Crisis communication management: protecting and enhancing corporate reputation and identity,roblems are based on composites of real events from a variety of companies around the world.We have chosen to use a hypothetical model so that it can be applied to a wider array of problems and circumstances to create more interesting and complex issues companies in trouble can experience. This case illustration will run throughout this chapter.

必死

公式

Measuring the value of the corporate brand,m all the other corporate assets, both tangible and intangible, would this be a relevant or negligible amount for the firm? The problem is, most managers and most organizations don’t know. And, because they don’t know the brand’s value, they are generally unable to answer the three basic questions posed at the end of Chapter 12.