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Taking brand initiative: how companies can align strategy, culture, and ident…
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 …
- Edition
- 1st ed.
- ISBN/ISSN
- 9780787998301
- Collation
- xix, 266 p. : ill. ; 24 cm.
- Series Title
- -
- Call Number
- 658.827 HAT t
The handbook of communication and corporate reputation
With the latest insights from the world of communication studies into the nature of corporate reputation, this new addition to Wiley-Blackwell’s series of handbooks on communication and media reflects the growing visibility of large businesses’ ethical profiles, and tracks the benefits that positive public attitudes can bring. Serves as the definitive research collection for a fast-growing…
- Edition
- -
- ISBN/ISSN
- 9780470670989
- Collation
- xxvii, 622 pages ; 26 cm.
- Series Title
- Handbooks in communication and media
- Call Number
- [KOM-LIB-124]
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