Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Mary Jo Hatch, Majken Schultz

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

Mary Jo Hatch, Majken Schultz

266 pages • missing pub info (editions)

nonfiction business economics informative slow-paced
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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 seni...

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