Taking Brand Initiative - How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Hardcover)

"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."

General

Imprint:	Jossey-Bass Inc.,U.S.
Country of origin:	United States
Release date:	April 2008
First published:	2008
Authors:	Mary Jo Hatch • Majken Schultz
Dimensions:	235 x 166 x 26mm (L x W x T)
Format:	Hardcover
Pages:	288
ISBN-13:	978-0-7879-9830-1
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-7879-9830-3
Barcode:	9780787998301

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!