by Mary Jo Hatch (Author), Majken Schultz (Author), Majken Schultz (Author), Mary Jo Hatch (Author)
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.
Format: Illustrated
Pages: 288
Edition: 1
Publisher: Jossey-Bass
Published: 11 Apr 2008
ISBN 10: 0787998303
ISBN 13: 9780787998301