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(Ebook) Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Mary Jo Hatch, Majken Schultz ISBN 9780470245361, 9780787998301, 0470245360, 0787998303

  • SKU: EBN-1830426
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$ 32 $ 40 (-20%)

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4.3

34 reviews
Instant download (eBook) Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding after payment.
Authors:Mary Jo Hatch, Majken Schultz
Pages:288 pages.
Year:2008
Editon:1
Language:english
File Size:1.52 MB
Format:pdf
ISBNS:9780470245361, 9780787998301, 0470245360, 0787998303
Categories: Ebooks

Product desciption

(Ebook) Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Mary Jo Hatch, Majken Schultz ISBN 9780470245361, 9780787998301, 0470245360, 0787998303

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.
*Free conversion of into popular formats such as PDF, DOCX, DOC, AZW, EPUB, and MOBI after payment.

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