| TÃtulo : |
Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding |
| Tipo de documento: |
documento electrónico |
| Autores: |
Hatch, Mary Jo. ; Schultz, Majken |
| Mención de edición: |
1st ed. |
| Editorial: |
Wiley |
| Fecha de publicación: |
2008 |
| Número de páginas: |
xix, 266 p. : |
| Il.: |
ill. |
| Nota general: |
"Reputation Institute publications"--Jacket. |
| Palabras clave: |
Corporate image. Corporate culture. Branding (Marketing) |
| Clasificación: |
658.8/27 |
| Nota de contenido: |
bla
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. |
| Enlace de acceso : |
https://elibro-net.biblioproxy.umanizales.edu.co/es/lc/umanizales/titulos/177501 |
Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding [documento electrónico] / Hatch, Mary Jo. ; Schultz, Majken . - 1st ed. . - Wiley, 2008 . - xix, 266 p. : : ill. "Reputation Institute publications"--Jacket. |
