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- W1539201445 abstract "This chapter considers how corporate reputation is conceived, understood, and investigated in the marketing communication field. It also acknowledges changing circumstances that indicate strongly to a revisioning of both branding, including corporate branding, and corporate reputation. One way to look at this is to ask what is the management problem for marketing communication for which corporate reputation is the solution? This is determined and underpinned by how the marketing and management disciplines treat marketing communication. The discussion proceeds with an overview of concepts and applications, and considers the significance of the contemporary context of the sustainability imperative and the advent of the Internet. Finally, some future directions that seem important for researchers and educators in the field are raised." @default.
- W1539201445 created "2016-06-24" @default.
- W1539201445 creator A5003452887 @default.
- W1539201445 date "2013-04-04" @default.
- W1539201445 modified "2023-10-17" @default.
- W1539201445 title "Corporate Reputation and the Discipline of Marketing Communication" @default.
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- W1539201445 doi "https://doi.org/10.1002/9781118335529.ch11" @default.
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