Taking Brand Initiative
by Mary Jo Hatch, Majken Schultz
This is an eBook that you can download electronically.
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. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
SKU: 9780470245361
Format: PDF
KES 4,572
International delivery
Free click & collect
When you buy an ebook from TBC, you will be given a code to download your
purchase from our ebook partner Snapplify. After you have redeemed the code and
associated it with a Snapplify account, you'll need to download the Snapplify Reader
to read your ebooks. The free Snapplify Reader app works across iOS, Android,
Chrome OS, Windows and macOS; on tablets and mobile devices, as well as on
desktop PCs and Apple Macs.
You're currently browsing Text Book Centre's digital books site. To browse our range of physical books as well as a wide selection of stationery, art supplies, electronics and more, visit our main site at textbookcentre.com!
Reviews
This product does not have any reviews yet.
Add your review