| Description |
1 online resource (95 pages) |
| Contents |
Cover; CONTENTS; EDITORIAL ADVISORY AND REVIEW BOARD; Brand, organisational identity and reputation in SMEs: an overview; The corporate brand naming process in the net economy; Communicating brand personality: are the web sites doing the talking for food SMEs?; Organisational marketing in the creative industries; A resource-based view of the small firm; A theory of brand-led SME new venture development; Brand, organization identity and reputation: SMEs as expressive organizations |
| Summary |
As we progress through the 21st century, organizations? small, medium and large - are competing in an environment that is global in nature and scope, information rich and knowledge based. In compiling this e-book, the increasing role that brand, organizational identity and reputation occupy in competitive markets loaded with meanings, and the symbols in which organizations learn to express themselves (Schultz, Hatch and Larsen, 2000). The six articles in this e-book address issues around the elements of brand, organizational identity and reputation in the context of SME. The theme that links t |
| Notes |
Print version record |
| Subject |
Marketing research.
|
|
Branding (Marketing)
|
|
branding.
|
|
Branding (Marketing)
|
|
Marketing research
|
| Form |
Electronic book
|
| Author |
Vallaster, Christine
|
| ISBN |
9781846636158 |
|
1846636159 |
|
