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Corporate Societal Marketing and the Process of Building Corporate Brand Equity: The Case of Malayala Manorama
Building corporate brand equity for one's own is considered as one of the most important governance responsibilities by most of the Indian companies today. This paper is an attempt by the authors to identify the factors that drive the process of corporate brand equity building up via the societ...
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| Format: | Printed Book |
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International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK
2007
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| Online Access: | http://10.26.1.76/ks/002327.pdf |