Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
📄 Viewing lite version
Full site ›
Book Details
Author(s)Mary Jo Hatch, Majken Schultz
PublisherJossey-Bass
ISBN / ASIN0787998303
ISBN-139780787998301
AvailabilityUsually ships in 24 hours
Sales Rank671,498
CategoryBusiness & Economics
MarketplaceUnited States 🇺🇸
Description ▲
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 ÒoutsidersÓÑpoliticians, 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.
More Books in Business & Economics
Capital: The Story of Long-Term Investment Excellence
View
Six Sigma Beyond the Factory Floor: Deployment Strateg…
View
The Introvert Entrepreneur: Amplify Your Strengths and…
View
Polarity Management: Identifying and Managing Unsolvab…
View
Essentials of the U.S. Health Care System: .
View
Category Management in Purchasing: A Strategic Approac…
View
The Discipline of Market Leaders: Choose Your Customer…
View
Business-Focused HR: 11 Processes to Drive Results
View