Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Mary Jo Hatch, Majken Schultz

Anno: 2008
Rilegatura: Hardback
Pagine: 288 p.
Testo in English
Dimensioni: 235 x 162 mm
Peso: 484 gr.
  • EAN: 9780787998301
pagabile con 18App pagabile con Carta del Docente

Articolo acquistabile con 18App e Carta del Docente

€ 26,15

€ 30,76

Risparmi € 4,61 (15%)

Venduto e spedito da IBS

26 punti Premium

Disponibile in 10 gg

Quantità:
Descrizione

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.