Corporate Branding

Purpose/People/Process

Edited by: Majken Schultz, Yun Mi Antorini, Fabian F. Csaba

This book argues that the field of corporate branding is undergoing fundamental changes and becoming more cross-disciplinary and strategically driven. This development represents a second wave of corporate branding, explored in the book.


252 pages

Publication Date: 3/1/2005
Format: Paper
ISBN: 9788763001403