Corporate Branding

Corporate Branding
Author :
Publisher : Copenhagen Business School Press DK
Total Pages : 268
Release :
ISBN-10 : 8763001403
ISBN-13 : 9788763001403
Rating : 4/5 (403 Downloads)

Book Synopsis Corporate Branding by : Majken Schultz

Download or read book Corporate Branding written by Majken Schultz and published by Copenhagen Business School Press DK. This book was released on 2005 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding isundergoing fundamental changes and becoming more cross-disciplinary and strategically driven.


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