Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding /

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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.

Détails bibliographiques
Cote:Libro Electrónico
Auteur principal: Hatch, Mary Jo
Autres auteurs: Schultz, Majken
Format: Électronique eBook
Langue:Inglés
Publié: San Francisco : Jossey-Bass, ©2008.
Édition:1st ed.
Sujets:
Corporate image.
Corporate culture.
Branding (Marketing)
Organizational Culture
Entreprises > Image.
Culture organisationnelle.
Stratégie de marque.
corporate image.
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
Corporate culture
Corporate image
Corporate identity.
Merknamen.
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