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

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

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

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

Synopsis

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.

Excerpt

A reliable reference work on the demanding subject of corporate-level marketing has long been sought by company managers and business academics alike. By producing their book Revealing the Corporation, Professors John Balmer and Stephen Greyser have made the wait worthwhile.

At last we have a seminal anthology to depend on and take guidance from as we confront those business fundamentals of identity, image, reputation, and corporate branding. Revealing the Corporation is accessible, practical, and thankfully unpretentious. Yet it is also a learned volume. The book has breadth and depth; looks at the new without ignoring the old; and challenges the familiar with the not-so-familiar. Clearly, its scope is global, drawing on the annals of Harvard Business Review and other leading journals, including the California Management Review.

The list of contributors is impressive. As befits the distinct traditions of Harvard and Bradford business schools, Revealing the Corporation celebrates the input of business practitioners as well as scholars.

Essentially, the book's undoubted value stems from the considerable scholarship of Professors Balmer and Greyser, who pilot us with safe hands and clear minds through Revealing the Corporation. Their succinct, enthusiastic commentary is both illuminating and entertaining. As they take us further and higher than we have probably been before in the search for the truths of corporate identity, fascinating new perspectives and thought-provoking ideas are revealed.

Stephen Greyser, the eminent Harvard academic and former editorial board chairman of the Harvard Business Review, brings to bear his vast experience of course and case study development on corporate identity, communication, and reputation, dating back to the late 1960s. John Balmer draws on a program of academic research and course development started in 1988. It is no coincidence that each of the joint editors is from a top-class seat of business learning: Harvard, the world's . . .

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