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Item Details
| Title:
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CEO BRANDING
THEORY AND PRACTICE |
| By: |
Marc Fetscherin (Editor) |
| Format: |
Electronic book text |
| List price:
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£34.95 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
1317746635 |
| ISBN 13: |
9781317746638 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
19 June, 2015 |
| Pages: |
302 |
| Synopsis: |
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 |
| Illustrations: |
34 Line drawings, black and white; 1 Halftones, black and white; 52 Tables, |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |
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