Full Product Details
Author: John Balmer (Brunel University, UK) ,
Stephen Greyser (Harvard Business School, USA)
Publisher: Taylor & Francis Ltd
Imprint: Routledge
Dimensions:
Width: 17.40cm
, Height: 2.90cm
, Length: 24.60cm
Weight: 0.870kg
ISBN: 9780415284202
ISBN 10: 0415284201
Pages: 384
Publication Date: 13 March 2003
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Undergraduate
Replaced By: 9780415773454
Format: Hardback
Publisher's Status: Active
Availability: In Print
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.
Reviews
<p>'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
This is an engaging and enjoyable text. It demonstrates a new way of thinking about the corporation and a new way of analysing the tasks and responsibilities of senior management. It is a masterpiece of its kind, which I commend to the business community, to academics and all who really care about corporate development. <br>-Lord Marshall of Knightsbridge, Chairman, British Airways Plc. <br> I commend this book as essential reading for all companies seeking to develop a more effective strategic identity in the marketplace. <br>-Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management <br> The book speaks cogently to scholars, teachers, and executives. All readers will welcome the breadth of the analogy, the module essays that analyze the multi-dimensional charater of the field, and the future-oriented insights into what the authors call 'corporate-level marketing'. <br>-John A. Quelch, Senior Associate Dean, International Development, Harvard Business School <br> Revealing the Corporation is way overdue. For the top executive and the practitioner alike, it provides real insight for guiding the development of a powerful corporate identity. The Balmer and Greyser framework provides a senior management-oriented, multidisciplinary approach for giving substance to the corporation for multiple stakeholders, not simply portraying it through logotype. <br>-James C. Fink, CEO, Worldwide Marketing Research, Opinion Research Corporation <br> Balmer and Greyser provide an essential pathway through the often-muddled landscape of trust, loyalty, reputation, consistency, clarity, image, perception, and identity. They have not only broughttogether an excellent collection of articles, but also offer thoughtful insights about the content, context, and contributions of the articles through their authors' essays. <br>-Earl Powell, President, Design Management Institute <br>
Author Information
John Balmer, Stephen Greyser
