Based on the findings of an empirical study among communication executives in eleven multinational companies we propose an increasingly integrated approach to corporate branding. Key aspects which support our claim are the growing importance of the financial …
CITATION STYLE
Einwiller, S., & Will, M. (2008). Towards an integrated approach to corporate branding - findings from an empirical study. In Kommunikationsmanagement im Wandel (pp. 231–247). Gabler. https://doi.org/10.1007/978-3-8349-9772-2_13
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