Taking Brand Initative

Hatch Mary Jane

ISBN 10: 0787998303 / ISBN 13: 9780787998301

Published by Wiley, 2008

About this Item

Taking Brand Initiative by Hatch Mary Joe, Schults, Majken Wiley- Jossey-Bass, 2008, lst, ISBN: 9780787998301 Hardback in good+ condition with Good+ dust jacket. Text is clean and unmarked, binding tight. Cover is like new. This book deals with insights into corporate branding. Organizational theory, strategic marketing, why some organizations are more effective at branding than others, branding focusing, developing and implementing branding.

Seller Inventory # 001496

Bibliographic Details

• Title: Taking Brand Initative
• Publisher: Wiley
• Publication Date: 2008
• Language: English
• ISBN 10: 0787998303
• ISBN 13: 9780787998301
• Binding: Hardcover
• Edition: First Edition.
• Condition: Good
• Dust Jacket Condition: Good
• Book Type: Book
• Seller catalogs:
  • Business

About this title

Synopsis

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.

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.