Sourcebook on Corporate Image and Corporate Advocacy Advertising PDF Download
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Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 2214
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Book Description
Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 2214
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Book Description
Author: Grahame Dowling
Publisher: OUP Oxford
ISBN: 019158892X
Category :
Languages : en
Pages : 322
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Book Description
Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to help firms attain and sustain superior financial performance in their industry. This book outlines how high-status companies become corporate super brands, and it present managers with a framework to proactively enhance their corporation's desired reputation. While many books concentrate on advertising or corporate identity as the primary tools for reputation enhancement, this book provides a more expansive and realistic picture of what it takes to build a corporate super brand. One of its key contributions is that it emphasizes the roles of customer value and organizational culture in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change. Drawing on more than fifteen years of academic research, executive seminars, and consulting experience, Grahame Dowling suggests ways to improve the corporate reputations that different groups of stakeholders hold of your company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation.
Author: Inger L. Stole
Publisher: University of Illinois Press
ISBN: 0252092589
Category : Business & Economics
Languages : en
Pages : 314
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Book Description
In the 1930s, the United States almost regulated advertising to a degree that seems unthinkable today. Activists viewed modern advertising as propaganda that undermined the ability of consumers to live in a healthy civic environment. Organized consumer movements fought the emerging ad business and its practices with fierce political opposition. Inger L. Stole examines how consumer activists sought to limit corporate influence by rallying popular support to moderate and change advertising. Stole weaves the story through the extensive use of primary sources, including archival research done with consumer and trade group records, as well as trade journals and engagement with the existing literature. Her account of the struggle also demonstrates how public relations developed in order to justify laissez-faire corporate advertising in light of a growing consumer rights movement, and how the failure to rein in advertising was significant not just for civic life in the 1930s but for our era as well.
Author: David Ogilvy
Publisher: Vintage
ISBN: 0804170053
Category : Social Science
Languages : en
Pages : 613
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Book Description
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Author: Rick Strimbeck
Publisher: Taylor Trade Publishing
ISBN: 1461708982
Category : Travel
Languages : en
Pages : 353
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Book Description
The indispensable guide to the best the Vermont mountains have to offer.
Author:
Publisher:
ISBN:
Category : Legislation
Languages : en
Pages : 712
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Book Description
Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 774
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Book Description
Author: Roland Marchand
Publisher: Taylor & Francis US
ISBN: 9780520226883
Category : Business & Economics
Languages : en
Pages : 484
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Book Description
Over the course of the 20th century, America's giant corporations underwent an astonishing change, from being reviled as dangerous leviathons, to being respected, and somethimes revered. This text examines the reasons for this tranformation.
Author: Public Service Commission of Wisconsin
Publisher:
ISBN:
Category : Public utilities
Languages : en
Pages : 666
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Book Description
Author: Ruud A. de Mooij
Publisher: International Monetary Fund
ISBN: 1513511777
Category : Business & Economics
Languages : en
Pages : 388
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Book Description
The book describes the difficulties of the current international corporate income tax system. It starts by describing its origins and how changes, such as the development of multinational enterprises and digitalization have created fundamental problems, not foreseen at its inception. These include tax competition—as governments try to attract tax bases through low tax rates or incentives, and profit shifting, as companies avoid tax by reporting profits in jurisdictions with lower tax rates. The book then discusses solutions, including both evolutionary changes to the current system and fundamental reform options. It covers both reform efforts already under way, for example under the Inclusive Framework at the OECD, and potential radical reform ideas developed by academics.
