Taking Brand Initiative. How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Taking Brand Initiative. How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding, Majken  Schultz аудиокнига. ISDN28967133
Taking Brand Initiative. How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Majken Schultz и Mary Hatch

Жанр:зарубежная деловая литература

Язык книги:Английский

Тип:PDF книга

Издательство:John Wiley & Sons Limited

Дата публикации:09.12.2022

Просмотры:62

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О книге: 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 companys 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 companys staff functions and provide a vision for competition and globalization.
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