Employment Branding In The Knowledge Economy

For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all stakeholders, not only end-users.

Employment Branding in the Knowledge Economy

Michael T. EwingMonash UniversityLeyland F. PittandNigel M. de BussyCurtin University of Technology andPierre BerthonBentley College

Introduction

Brand equity has become a critical marketing performance...