Corporate Marketing Strategy - by Pantea Foroudi & T C Melewar & Charles Dennis (Hardcover)

About the Book

Corporate branding, identity, image and reputation have become increasingly important in academic research and management practice. This work provides a comprehensive overview of current and future trends in corporate branding, identity, image, and reputation.

Book Synopsis

Corporate Marketing Strategy: A Contemporary Curation of Branding, Identity, Image and Reputation Studies offers a comprehensive treatment of the nature of relationships between companies, brands, and stakeholders in different regions of the world. The timely collection will serve as an important resource for international marketing and brand practitioners, who require more than anecdotal evidence, on important aspects relating to companies' strategy, brands, identity, stakeholders, and reputation. The authors have blended an interesting mix of theory, primary research findings, and practice that will appeal to students, academics, and practitioners of international branding, identity, marketing alike.

Review Quotes

Building on decades of ground-breaking research into branding and corporate marketing, T C Melewar and his team reveal how organizations adapt to the challenges of the digital age, showcasing the transformative impact of digital platforms, social media, and artificial intelligence in redefining brand equity. Without a doubt, it will be remembered as a landmark study on brands and branding.

About the Author

Pantea Foroudi is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London.

T C Melewar is Professor of Marketing and Strategy at the Business School, Middlesex University London, UK.

Charles Dennis is Professor of Digital Marketing and Consumer Behaviour at Newcastle University Business School, and on the Editorial Advisory Board of International Journal of Consumer Studies.