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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.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
San Francisco :
Jossey-Bass,
©2008.
|
| Edición: | 1st ed. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Hatch, Mary Jo. | |
| 245 | 1 | 0 | |a Taking brand initiative : |b how companies can align strategy, culture, and identity through corporate branding / |c Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins. |
| 250 | |a 1st ed. | ||
| 260 | |a San Francisco : |b Jossey-Bass, |c ©2008. | ||
| 300 | |a 1 online resource (xix, 266 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 500 | |a "Reputation Institute publications"--Jacket | ||
| 504 | |a Includes bibliographical references (pages 247-249) and index. | ||
| 505 | 0 | |a What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave. | |
| 520 | |a 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. | ||
| 588 | 0 | |a Print version record. | |
| 542 | |f Copyright © Jossey-Bass |g 2008 | ||
| 546 | |a English. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Corporate image. | |
| 650 | 0 | |a Corporate culture. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 2 | |a Organizational Culture | |
| 650 | 6 | |a Entreprises |x Image. | |
| 650 | 6 | |a Culture organisationnelle. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a corporate image. |2 aat | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Corporate culture |2 fast | |
| 650 | 7 | |a Corporate image |2 fast | |
| 650 | 1 | 7 | |a Corporate identity. |2 gtt |0 (NL-LeOCL)111132886 |
| 650 | 1 | 7 | |a Corporate image. |2 gtt |0 (NL-LeOCL)100820697 |
| 650 | 1 | 7 | |a Merknamen. |2 gtt |0 (NL-LeOCL)078588480 |
| 700 | 1 | |a Schultz, Majken. | |
| 776 | 0 | 8 | |i Print version: |a Hatch, Mary Jo. |t Taking brand initiative. |b 1st ed. |d San Francisco : Jossey-Bass, ©2008 |z 9780787998301 |z 0787998303 |w (DLC) 2007049669 |w (OCoLC)183162477 |
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