MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01291pab a2200217 454500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
140923b0 xxu||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
Welingkar Institute of Management Development & Research, Mumbai |
| Original cataloging agency |
Welingkar Institute of Management Development & Research, Mumbai |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
ENG |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658 |
| Item number |
Bal |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Balmer John M T |
| 245 ## - TITLE STATEMENT |
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| Title |
Aligning Identity and Strategy : Corporate Branding at British Airways in the Late 20th Century |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
3 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc. |
|
| Name of publisher, distributor, etc. |
Spring 2009 |
| Date of publication, distribution, etc. |
0 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
6-23 Pp. |
| 490 ## - SERIES STATEMENT |
|---|
| Volume/sequential designation |
51 |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
This article reports on business strategies and corporate branding for the British Airways airline. The identity framework of British Airways is described in six eras related to its management, struggles, losses, ownership, and customers. The article discusses how strategic thinking, corporate alignment, and marketing transformed it from 1970 to 2000. Information is also provided on business leadership, communications programs, and strategic change. The article describes the airline's history as a government imperial airline in 1924 as well.<br/> |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Corporate Brand Strategy, British Airways |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
General Management |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="http://192.168.6.13/libsuite/mm_files/Articles/AR10871.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR10871.pdf</a> |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
32436 |
