Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding

Taking brand initiative how companies can align strategy, culture, and identity through corporate branding

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Bibliographische Detailangaben
1. Verfasser: Hatch, Mary Jo (VerfasserIn)
Weitere Verfasser: Schultz, Majken (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: San Francisco, Calif. Jossey-Bass 2008
Ausgabe:1. ed.
Schriftenreihe:"Reputation Institute publications"
Schlagworte:
Corporate image > Corporate culture > Branding (Marketing) > Markenpolitik > Management > Marke
Online Zugang:Publisher description
Contributor biographical information
Table of contents
Inhaltsverzeichnis
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Beschreibung
Beschreibung:Enth.: What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave
Literaturangaben S. 247 - 249
Beschreibung:XIX, 266 S.
Ill., graph. Darst.
ISBN:9780787998301
978-0-7879-9830-1
0787998303
0-7879-9830-3