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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.
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Taking Brand Initiative, Mary Jo Hatch
- Language
- Released
- 2008
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- (Hardcover)
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- Title
- Taking Brand Initiative
- Language
- English
- Authors
- Mary Jo Hatch
- Publisher
- John Wiley & Sons Inc
- Released
- 2008
- Format
- Hardcover
- Pages
- 288
- ISBN10
- 0787998303
- ISBN13
- 9780787998301
- Series
- Rating
- 3.85 out of 5
- Description
- 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.