"Brandspeak" : metaphors and the rhetorical construction of internal branding
Year of publication: |
January 2018
|
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Authors: | Müller, Monika |
Published in: |
Organization : the critical journal of organization, theory and society. - London [u.a.] : Sage Publ., ISSN 1350-5084, ZDB-ID 1199455-1. - Vol. 25.2018, 1, p. 42-68
|
Subject: | Double messages | internal branding | discourse | language | metaphors | normative control | semiotics | Internationales Marketing | International marketing | Markenführung | Brand management | Sprache | Language | Diskurstheorie | Discourse theory | Rhetorik | Rhetoric | Kommunikation | Communication | Semiotik | Semiotics | Interne Markenführung | Internal branding |
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