Taking Brand Initiative: How Compan - E-book

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Taking Brand Initiative: How Companies Can Align Strategy, Culture, And Identity Through Corporate Branding - ENG

How Companies Can Align Strategy, Culture, And Identity Through Corporate Branding

Mary Jo Hatch; Majken Schultz

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$420.00

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Sinopsis

ISBN:	9780470245361
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Wiley Professional Development (P&T)
Tema:	Negocios y economía
Subtema:	Negocios y economía
Año de publicación:	2008-03-11

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 companys brand is just as important to Ã’outsidersÃ“Ã‘politicians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the companys staff functions and provide a vision for competition and globalization.

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