Taking brand initiative how companies can align strategy, culture, and identity through corporate branding
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...
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| Language: | English |
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San Francisco
Jossey-Bass
c2008
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| Edition: | 1st ed |
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