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Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
Verkaufsrang3752inEnglish Books Diverses
BuchGebunden
288 Seiten
Englisch
Andere Ausgaben und Formate:
BuchGebunden
CHF48.90
eBookPDFDRM AdobeElectronic Book
CHF29.65
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,...mehr
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Produktinformationen

InhaltTaking 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.
ZusammenfassungTaking 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.
Details
ISBN/GTIN978-0-7879-9830-1
ProduktartBuch
EinbandartGebunden
Erscheinungsjahr2008
Erscheinungsdatum22.02.2008
Seiten288 Seiten
SpracheEnglisch
MasseBreite 162 mm, Höhe 236 mm, Dicke 25 mm
Gewicht470 g
IllustrationenIllustrations
Artikel-Nr.4875749

Kritiken und Kommentare

InhaltsverzeichnisForeword. Preface. Introduction. Part One: The Basics. 1. What Is Corporate Branding? 2. The Value of Brands. 3. Who Are You? 4. Diagnosing Your Corporate Brand. Part Two: Managing Corporate Brands. 5. Managing Corporate Brands as Organizations Grow. 6. The Infl uence of Employees and Their Cultures. 7. Through Stakeholders' Eyes. Part Three: Pulling It All Together. 8. Aligning Vision, Culture, and Images. 9....mehr

Über den Autor

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, Telefonica, and ING.

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