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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding Mary Jo Hatch
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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
Mary Jo Hatch
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.
288 pages, Illustrations
| Media | Books Hardcover Book (Book with hard spine and cover) |
| Released | April 11, 2008 |
| ISBN13 | 9780787998301 |
| Publishers | John Wiley & Sons Inc |
| Pages | 288 |
| Dimensions | 161 × 239 × 26 mm · 476 g |
| Language | English |
