Англійська » Business Literature » Marketing & Public Relations » Taking Brand Initiative

Видавництво: Wiley
Автор: Mary Jo Hatch, Majken Schultz

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.

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"Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding"

Автор(и): Mary Jo Hatch, Majken Schultz
ISBN: 9780787998301
Видавництво: Wiley

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