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Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social mission, participatory processes, shared values, key partnerships, and the role that brand plays to create greater cohesion within organizations. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2013 Forfatter Nathalie Laidler Kylande
Jossey Bass Wiley
ISBN 9781118555835
Antall sider 240 Dimensjoner 16,1cm x 23,8cm x 2,3cm
Vekt 462 gram Leverandør Bertram Trading Ltd