商品詳細

Corporate identity is a matter of urgent importance for all firms be they well established, changing on account of a merger or simply wishing to reinvent themselves. This book reports on the current European knowledge of the subject and illustrates the analysis with case studies of foremost companies. Describing the conditions for critical success, the authors consider corporate culture, corporate behaviour, market conditions and strategies, products and services, and communication and design. High-profile case studies include McDonalds, Ford and London Underground.