Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-level Marketing : an Anthology

Front Cover
John M. T. Balmer, Stephen A. Greyser
Psychology Press, 2003 - Business & Economics - 365 pages

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.

 

Selected pages

Contents

NEW INSIGHTS
1
SECTION
9
SECTION
31
Stuart Albert and David Whetten
77
Helen Stuart
106
John M T Balmer and Edmund R Gray
124
SECTION THREE
137
Cees B M Van Riel
161
Charles J Fombrun and Cees B M Van Riel
223
Stephen A Greyser
234
SECTION FIVE
243
Stephen King
259
Kevin Lane Keller and David A Aaker
272
John M T Balmer
299
SECTION
317
T Balmer and Stephen A Greyser
345

SECTION FOUR
171
Pierre Martineau
187
James Grunig
204
Index
359
Copyright

Other editions - View all

Revealing the Corporation: Perspectives on Identity, Image, Reputation ...
John M. T. Balmer,Stephen A. Greyser
No preview available - 2003
Revealing the Corporation: Perspectives on Identity, Image, Reputation ...
John M. T. Balmer,Stephen A. Greyser
No preview available - 2003

Common terms and phrases

advertising approach Banc Bank brand architecture Business School Chicago NBD cognitive company brand company's concept consumers corporate brand extension corporate brand management corporate communications corporate identity management corporate identity structure corporate image corporate marketing activity corporate personality Corporate Reputation Review corporate story culture customers distinctive dual identity Edition on Corporate effect employees environment environmental European Journal evaluations example executives external Eye Drops firms focus Fombrun framework graphic design Greyser Grunig Harvard Business Review Harvard Business School iden identified Identity and Corporate identity studies important industry innovative International Journal issues Journal of Marketing marketing communications Marketing Management marketing mix multiple Olins organization's organizational identity perceived perceptions perspective practitioners product positioning programs public relations reality retail Riel role schemas scholars Schultz senior management social Special Edition stakeholder groups stakeholders Strategic Management strategy symbols tion types University values visual Wally Olins Whetten

References to this book

Bibliographic information

TitleRevealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-level Marketing : an Anthology
EditorsJohn M. T. Balmer, Stephen A. Greyser
Translated byJohn M. T. Balmer, Stephen A. Greyser
Editionillustrated, reprint
PublisherPsychology Press, 2003
ISBN041528421X, 9780415284219
Length365 pages
Subjects › 

Business & Economics / Entrepreneurship
Business & Economics / General
Business & Economics / Information Management
Business & Economics / Organizational Behavior
Business & Economics / Public Relations
Business & Economics / Reference
Business & Economics / Strategic Planning
Social Science / Media Studies
  
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