Taking Brand Initiative by Mary Jo Hatch

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Taking Brand Initiative by Mary Jo Hatch

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Summary

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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Taking Brand Initiative by Mary Jo Hatch

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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Mary Jo Hatch is professor emerita at the University of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark.

Majken Schultz is professor at the Copenhagen Business School.

Hatch and Schultz co-founded the Corporate Brand Initiative, which is funded by the LEGO Group and sponsored jointly by Nissan, Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefónica, and ING.

SKU Unavailable
ISBN 13 9780787998301
ISBN 10 0787998303
Title Taking Brand Initiative
Author Mary Jo Hatch
Condition Unavailable
Binding Type Hardback
Publisher John Wiley & Sons Inc
Year published 2008-04-11
Number of pages 288
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.