Taking Brand Initiative
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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.
Autor: | Hatch, Mary Jo (C. Coleman McGehee Eminent Scholars Research Professor Emerita of Banking and Commerce, University of Vi |
Nakladatel: | John Wiley & Sons Inc |
ISBN: | 9780787998301 |
Rok vydání: | 2008 |
Jazyk : | Angličtina |
Vazba: | Hardback |
Počet stran: | 288 |
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