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Leveraging the Corporate Brand
After two and a half decades of researching and advocating the power of the corporate brand as a marketing tool, James R. Gregory tackles head-on the age-old question that has baffled CEOs and corporate communicators alike: What is the power of a corporate brand and can it be measured? Gregory begins by noting that years of acquisitions, mergers, and restructuring have made many executives realize the need to rebuild the reputations and identities of their corporate brands with critical audiences. The key to meeting that need, as this book makes clear, begins with the understanding that the value of corporate brand communications is real and can be measured. In leading the reader through the...
Marketing Corporate Image
Marketing Corporate Image guides the reader to ways of thinking about corporate advertising, as an investment rather than a cost, how to do it and why it is necessary to build a corporate image in order to increase product sales.'
An Introduction to Dynamic Meteorology
For advanced undergraduate and beginning graduate students in atmospheric, oceanic, and climate science, Atmosphere, Ocean and Climate Dynamics is an introductory textbook on the circulations of the atmosphere and ocean and their interaction, with an emphasis on global scales. It will give students a good grasp of what the atmosphere and oceans look like on the large-scale and why they look that way. The role of the oceans in climate and paleoclimate is also discussed. The combination of observations, theory and accompanying illustrative laboratory experiments sets this text apart by making it accessible to students with no prior training in meteorology or oceanography. * Written at a mathematical level that is appealing for undergraduates and beginning graduate students * Provides a useful educational tool through a combination of observations and laboratory demonstrations which can be viewed over the web * Contains instructions on how to reproduce the simple but informative laboratory experiments * Includes copious problems (with sample answers) to help students learn the material.
Branding Across Borders
This title addresses how companies can effectively extend and manage their brand and their brand's value - the brand being the name, term, symbol, design or combination therof that identifies a good or service and differentiates it in the marketplace - within the global marketplace. A key issue in global branding is overcoming cultural and language differences in the establishment and execution of a branding message in different world markets. This challenge permeates all aspects of branding globally and impacts selecting which products/services to offer in particular markets, the methods of communicating about the brand, finding employees/contractors to handle the brand's management in different markets, and measuring the effectiveness of the branding efforts.
American Exodus
Gregory reaches into the migrants' lives to reveal both their economic trials and their impact on California's culture and society. He traces the development of an 'Okie subculture' which is now an essential element of California's cultural landscape.
An Introduction to Dynamic Meteorology
MATLAB scripts (M-files) are provided on the accompanying CD.
