Taking Brand Initiative

Author : Majken Schultz,Mary Jo Hatch

Hardback

Published : Friday 11 April 2008

ISBN : 9780787998301

Price : €31.58

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.

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