Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing - Tapa dura

'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 book speaks cogently to scholars, teachers, and executives. Scholars will be helped by the substantial commentary on individual articles and the extensive references. Teachers will find the chapter introductions and discussion questions useful. Those in practice – in corporations, communication firms, and brand consultancies – will benefit from the volume’s orientation to their perspectives. All readers will welcome the breadth of the anthology, the module essays that analyze the multidimensional character of the field, and the future-oriented insights into what the authors call ‘corporate-level marketing’.”- John A. Quelch, Senior Associate Dean, International Development, Harvard Business School, USA

As the concepts of corporate identity, communication, image and branding have caught the imagination of scholars and managers, new ways of conceptualizing organizations have arisen. This volume captures the quintessence of the corporation and its many inner and outer manifestations.

Edited by pioneers of the field, Revealing the Corporation presents a new paradigm which draws the key readings together for the first time. Pedagogical features include expert analysis and commentary; an integrative, extended case study; discussion questions; further reading and also a companion website with extra resources such as lecture slides and an instructor's guide: http://cw.routledge.com/textbooks/041528421X/.

This augmented anthology affords a new way of comprehending organizations, drawing on a range of disciplinary perspectives. Now a classic text, the book is essential reading for students, researchers and managers interested in corporate reputation, branding and marketing.