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| Author: | Topalian, A. |
| Title: | Executive perspective - 1: Experienced reality: the development of corporate identity in the digital era |
| Journal: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 1119-1132 |
| Index terms: | Corporate image Brands Experience Virtual reality |
| Language: | eng |
| Abstract: | Confusion surrounding "corporate identity" persists in business and design practice though a great deal has been written about the subject since the 1970s. This paper explores factors that are likely to shape the protection of identities in the next 20-50 years, not at least the "personalisation" of identity akin to the "mass customisation" that has been promoted in manufacturing, |
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