Melewar, T. C. (ed.); Sharifah Faridah Syed Alwi (ed.) - 2015
decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and … understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real …-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global …