Taking Brand Initiative: How Companies Can Align Strategy, Culture, And Identity Through Corporate Branding
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| Google books | books.google.com |
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| Originally published | March 7, 2008 |
| Authors | Majken Schultz |
| Mary Jo Hatch | |
| Date of Reg. | |
| Date of Upd. | |
| ID | 2074827 |
About 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 level of management as it radiates throughout the organization. . . .