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

by Majken Schultz and Mary Jo Hatch

Book Overview

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.... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0787998303
• ISBN13: 9780787998301
• Release Date: March 2008
• Publisher: Jossey-Bass
• Length: 288 Pages
• Weight: 1.10 lbs.
• Dimensions: 1.0" x 6.3" x 9.3"