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Taking Brand Initiative

Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Mary Jo Hatch, Majken Schultz

Jossey-Bass
Publication date : 2008-03-11

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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 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 company's 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 company's staff functions and provide a vision for competition and globalization.

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About the book

Author

Mary Jo Hatch , Majken Schultz

Imprint

Jossey-Bass

Collection

n.c

Publication date

2008-03-11

Pages

288 pages

Print ISBN

9780787998301

Language

English

Ebook informations

EAN PDF

9780470245361

Price

£28.47

Copy count 0

Print count 288

File size 2499 Ko

Informations accessibility

Compatibility

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About author(s)

Mary Jo Hatch

Majken Schultz

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