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

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 le.

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Bibliographic Details
Main Author: Hatch, Mary Jo
Other Authors: Schultz, Majken
Format: eBook
Language:English
Published: Hoboken : John Wiley & Sons, 2008.
Subjects:
Corporate image.
Corporate culture.
Branding (Marketing)
corporate image.
branding.
Corporate culture
Corporate image
Online Access:Click for online access

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