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Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing by John Balmer (Brunel University, UK) at Abbey's Bookshop,
Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate...
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John Balmer (Brunel University, UK) Stephen Greyser (Harvard Business School, USA)

Revealing the Corporation

Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing...

John Balmer (Brunel University, UK),  Stephen Greyser (Harvard Business School, USA)

$378

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English
Routledge
13 March 2003
Humanities; Media studies; Economics; Business strategy; Public relations; Ownership & organisation of enterprises
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.
Edited by:   , ,
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 246mm,  Width: 174mm,  Spine: 29mm
Weight:   975g
ISBN:   9780415284202
ISBN 10:   0415284201
Pages:   384
Publication Date:  
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Primary ,  A / AS level
Replaced By:   9780415773454
Format:   Hardback
Publisher's Status:   Active
Section 1: Revealing the corporation: an integrative framework 1. Managing the multiple identities of the corporation (John M. T. Balmer & Stephen A. Greyser) Section 2: Identity: the quintessence of an organization 2. Corporate identity: the myth and the reality (Wally Olins) 3. Make the most of your corporate identity (Walter Margulies) 4. Organizational identity (Stuar t Albert & David Whetten) 5. The effect of organizational structure on corporate identity management (Helen Stuart) 6. Corporate identity and corporate communications (John M. T. Balmer Edmund R. Gray) Section 3: Corporate communications: a dimension of corporate meaning 7. Corporate void (David Bernstein) 8. The management of corporate communication (Cees B. M. Van Riel) Section 4: Corporate image and reputation: the other realities 9. Sharper focus for the corporate image (Pierre Martineau) 10. Image and Substance (James Grunig) 11. The reputational landscape (Charles J. Fombrun & Cees B. M. Van Riel 12. Advancing and enhancing corporate reputation (Stephen A. Greyser) Section 5: The corporate brand: an organization’s covenant 13. Brand-building in the 1990s (Stephen King) 14. The impact of corporate marketing on a company’s brand extensions (Kevin Lane Keller & David A. Aaker) 15. The three virtues and seven deadly sins of corporate brand management (John M. T. Balmer) Section 6: Case Study 16. Bank one – “the uncommon partnership” (Peter L. Phillips & Stephen A. Greyser) Epilogue: beyond the age of innocence (John M. T. Balmer & Stephen A. Greyser)

John Balmer, Stephen Greyser

Reviews for Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing

<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


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