Product Description

As the concepts of corporate identity, communication, image and branding have caught the imagination of both scholars and managers, new ways of conceptualising organizations have arisen. This international and multidisciplinary collection of works captures the quintessence of the corporation and its many inner and outer manifestations. Both editors are pioneers of the area, and in this work they present a new approach to the subject area. Drawing on their wide experience the editors have assembled a portfolio of readings from those who practice, study and research the areas in question, selecting illuminating pieces that stem from the 1950s to the present day to highlight both practitioner and scholarly perspectives. Features include: Editors' analysis and commentary Original pieces Case studies Discussion questions Further reading The resulting work is an eclectic anthology that affords a new way of comprehending organizations, without the need for limitations or narrow perspectives. This is essential reading for anybody who is serious about understanding the many levels of corporate meaning.

Product Details

• Amazon Sales Rank: #354309 in Books
• Published on: 2003-03-13
• Original language: English
• Number of items: 1
• Binding: Paperback
• 352 pages

Review

'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, Northwestern University, USA

From the Back Cover

An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area.

Fully revised and updated with the original contributions contextualized by the editors’ analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations.

This new edition features

• a new introductory section to branding and public relations, contextualizing the rest of the volume
• new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined
• new readings and an updated Harvard style case study
• revised and updated commentary and analysis from the editors

Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.