Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate B (BOK)

Mary Jo Hatch, Majken Schultz

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Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to OoutsidersONpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2008 Forfatter Majken Schultz, Mary Jo Hatch
Jossey Bass Wiley
ISBN 9780787998301
Antall sider 288 Dimensjoner 15,7cm x 23,4cm x 2,6cm
Vekt 482 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing, Business strategy