Full Product Details
Author: T C Melewar ,
S F Syed Alwi
Publisher: Taylor & Francis Ltd
Imprint: Routledge
Dimensions:
Width: 15.60cm
, Height: 2.00cm
, Length: 23.40cm
Weight: 0.544kg
ISBN: 9780415721110
ISBN 10: 0415721113
Pages: 262
Publication Date: 30 April 2015
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Hardback
Publisher's Status: Active
Availability: In Print
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Reviews
'Melewar and Syed Alwi have assembled an excellent cast of experts to produce the most complete text on corporate brands and branding I have seen. All the traditional topics are covered in new and different ways. And, lesser known areas such as name and place branding are discussed by experts with new and innovative approaches. It's likely the only book you'll need for some time on the topic.' - Don Edward Schultz, Professor Emeritus of Service at Northwestern University, USA 'This book is an important contribution to the discussion of Corporate Brand Management, both from the perspective of theoretical research and also from management practice. Readers get valuable insights in the challenges and options of differing cultures along different geographical areas (USA, Europe, Asia, etc.) as well as arenas like different industries and institutional contexts. Especially valuable, it is also that a profound introduction to very different methods and approaches of professional brand research is offered - ranging from qualitative, quantitative, case studies, interpretivistic, social narrative, etc. No doubt, a book worth reading by students as well as academics and managers.' - Klaus-Peter Wiedmann, Professor at Leibniz Universitat Hannover, Germany 'A comprehensive forward-looking review of corporate branding from a stakeholder perspective... a solid read on brand differentiation and a must-have guideline for multiple audiences. The authors offer valuable insights for the theory and practice of the field supplemented with sound methodological guidance. The extensive geographical coverage leaves no stones unturned!' - CB Bhattacharya, Professor of Marketing, E.ON Chair in Corporate Responsibility, and Dean of International Relations, ESMT, USA
Author Information
T C Melewar (BSc, MBA, PhD) is Professor of Marketing and Strategy at Middlesex University Business School, London, UK. S F Syed Alwi (BSc, MSc, PhD) is a Lecturer of Corporate Brand Marketing at Brunel Business School, Brunel University, London, UK.
