Name: Ceo Branding: Theory and Practice (en Inglés)
SKU: 55999470
Price: 94.97 USD
Availability: InStock
Author: Fetscherin Marc

portada Ceo Branding: Theory and Practice (en Inglés)

Ceo Branding: Theory and Practice (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Fetscherin Marc

Idioma

Inglés

N° páginas

336

Encuadernación

Tapa Blanda

ISBN13

9781138013728

N° edición

Ceo Branding: Theory and Practice (en Inglés)

Fetscherin Marc (Autor) · Routledge · Tapa Blanda

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Reseña del libro "Ceo Branding: Theory and Practice (en Inglés)"

CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise. The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix - the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this 'human brand' affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes 'lessons learned' and many examples that illustrate how companies can measure and manage the CEO brand. This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand. For more information, visit www.ceobranding.org