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Books > Business & Economics > Business & management > Business strategy
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Taking Brand Initiative - How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Hardcover)
Loot Price: R600
Discovery Miles 6 000
You Save: R198
(25%)
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Taking Brand Initiative - How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Hardcover)
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List price R798
Loot Price R600
Discovery Miles 6 000
You Save R198 (25%)
Expected to ship within 12 - 17 working days
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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."
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