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TAKING BRAND INITIATIVE : HOW COMPANIES CAN ALIGN STRATEGY, CULTURE, AND IDENTITY THROUGH CORPORATE BRANDING

HATCH, MARY JO , SCHULTZ, MAJKEN

2008

BOOK
Category

MANAGEMENT

Abstract 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.
ISBN 9780787998301
Author(s) HATCH, MARY JO , SCHULTZ, MAJKEN
Credits
Edition 1ST ED.
Year 2008
Publisher JOSSEY-BASS
Type BOOK
Keywords MANAGEMENT
Language English
Collation 266 P., 25 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol F 1 No Available
1 Nicosia B 2 No Available

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