Taking Brand Initiative e-bog
196,23 DKK
(inkl. moms 245,29 DKK)
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 ...
E-bog
196,23 DKK
Forlag
Jossey-Bass
Udgivet
11 marts 2008
Genrer
Business and Management
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9780470245361
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 outsiders politicians, 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.