Name: Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
Price: 680.00 ZAR
Availability: InStock
Author: Majken Schultz Mary Jo Hatch
ISBN: 9780787998301

Type

Physical Book

Publisher

Jossey-Bass

Author

Majken Schultz Mary Jo Hatch

Language

English

Pages

288

Format

Hardcover

Weight

ISBN

0787998303

ISBN13

9780787998301

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

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 ÒoutsidersÓÑpoliticians, 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.

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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding - Majken Schultz Mary Jo Hatch

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

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