Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
Language: English
Published by John Wiley & Sons Inc, United States, New York, 2008
- Softcover
- Used
Seller: WorldofBooks, Goring-By-Sea, WS, United KingdomWorldofBooks
AbeBooks seller since March 16, 2007
Condition: Used - Very good
US$ 3.81
Quantity: 1 available
Add to basketItem description from seller
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 OoutsidersONpoliticians, 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.
Seller Inventory # GOR005313900
- Title
- Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
- Author
- Mary Jo Hatch
- Publisher
- John Wiley & Sons Inc, United States, New York
- Publication year
- 2008
- Condition
- Very Good
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0787998303
- ISBN 13
- 9780787998301
- Item weight
- 272 grams
- Dimensions
- 160.0 x 238.0
"Synopsis" may belong to another edition of this title.
About the Author
Mary Jo Hatch is professor emerita at the University of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark.
Majken Schultz is professor at the Copenhagen Business School.
Hatch and Schultz co-founded the Corporate Brand Initiative, which is funded by the LEGO Group and sponsored jointly by Nissan, Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefónica, and ING.
"About the title" may belong to another edition of this title.
WorldofBooks
Goring-By-Sea, WS, United Kingdom
AbeBooks seller since March 16, 2007
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Goring-By-Sea, United Kingdom BN12 4QY
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