Bahan Pustaka Digital Universitas Bakrie
Book's Detail
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 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 ?outsiders??politicians, 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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Statement of Responsibility | |
Author(s) | Hatch, Mary Jo. - Personal Name Schultz, Majken. - Personal Name |
Edition | 1st ed. |
Call Number | 658.827 HAT t |
Subject(s) | Corporate image Corporate culture Branding (Marketing) |
Language | English |
Publisher | Jossey-Bass |
Publishing Year | 2008 |
Specific Detail Info | |
File Attachment | LOADING LIST... |
Availability | LOADING LIST... |