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1. 1.

   
   
   
   Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-Level Marketing an Anthology » Read Now

   by John M. T. Balmer, Stephen A. Greyser. 365 pgs.

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   An international and multidisciplinary collection of works capturing the quintessence of the corporation and its inner and outer manifestations. Drawing on their experience the editors have assembled a portfolio of works from those who practise, as well as those who study and research this area.
   
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   The Death of a Thousand Cuts: Corporate Campaigns and the Attack on the Corporation » Read Now

   by Jarol B. Manheim. 362 pgs.

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   A corporate campaign is an organized assault on the reputation of a company that has offended some interest group. Although corporate campaigns often involve political, economic, and legal tactics, they are centered around the media, where protagonists attempt to redefine the image--and undermine...

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   A corporate campaign is an organized assault on the reputation of a company that has offended some interest group. Although corporate campaigns often involve political, economic, and legal tactics, they are centered around the media, where protagonists attempt to redefine the image--and undermine the reputation--of the target company. It is a strategy most frequently employed by unions but is also employed by special interests, such as environmental or human rights groups. Sometimes it is even employed by one corporation against another. It is a rapidly growing phenomenon that is still unknown to the general public, to most academics and journalists, and is rarely understood by the corporations that find themselves on the firing line. The Death of a Thousand Cuts argues and demonstrates that corporate campaigns are a distinctive phenomenon whose manifestations are today ubiquitous in both the marketplace and the media. This volume examines, in considerable detail, the history, strategy, tactics, effects, consequences, and likely future directions of the corporate campaign and of its nonlabor-based cousin, the anticorporate campaign. The book is based on ample sources and methods, among them an extensive review and analysis of media coverage, news releases, previous scholarship, union publications, campaign materials, interviews and conversations with individuals who have experienced corporate campaigns, public presentations by labor leaders and others, correspondence, Internet postings, case law summaries, documents, videotapes, and other materials. Through original data and interpretation, this book adds context and integration to these materials thus giving them new meaning. Key features of this outstanding new book include: * A thorough and clear explanation of what a corporate campaign is and how it differs from other more mundane "public relations" campaigns. * A detailed examination of strategies and tactics that includes their historical development. Some of the more high profile target companies in recent years include Coca-Cola, Microsoft, Caterpillar, Campbell's Soup, Federal Express, General Dynamics, Home Depot, International Paper, K-Mart, Nike, Texaco, Walmart, Starbucks, and UPS. * Hundreds of examples that help explain such contemporary events as the anti-sweatshop movement on college campuses, the living wage movement, and the protests against the World Trade Organization, International Monetary Fund, and World Bank. * A lengthy appendix contains abbreviated descriptions of nearly 200 corporate campaigns waged by labor unions and various advocacy groups since the idea of the corporate campaign was first developed in the 1960's.

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   Corporate and Organizational Identities: Integrating Strategy, Marketing, Communication, and Organizational Perspectives » Read Now

   by Bertrand Moingeon, Guillaume Soenen. 204 pgs.

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   Bringing together perspectives from various management disciplines, this volume is devoted to an issue of increasing importance in management theory and practice - organizational identity.
   
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   Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing » Read Now

   by Arch G. Woodside. 256 pgs.

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   Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr...

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   Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community.

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   Corporate Image as an Impression Formation Process: Prioritizing Personal, Organizational, and Environmental Audience Factors, in Journal of Public Relations Research » Read Now

   by Mary Anne Moffitt, Sheryl L. Williams. 22 pgs.

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6. 6.

   
   
   
   Developing and Packaging the Total Corporate Image, in SAM Advanced Management Journal » Read Now

   by Suzanne M. Crampton, Jitendra M. Mishra. 10 pgs.

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7. 7.

   
   
   
   Corporate Identity: There Is More to It Than Meets the Eye, in International Studies of Management & Organization » Read Now

   by John M.T. Balmer, Alan Wilson. 20 pgs.

   Collections: Entire Library