Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Inbunden)
avMary Jo Hatch, Majken Schultz, Wally Olins
ISBN: 9780787998301 - UTGIVEN: 200803Taking 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 [...]
Brug dit brand (Häftad)
avMary Jo Hatch, Majken Schultz
ISBN: 9788702168518 - UTGIVEN: 2014-01Et corporate brand er et af de vigtigste aktiver i mange virksomheder. I denne bog har forfatterne Majken Schultz og Mary Jo Hatch i dialog med ledere fra verdensbrands som fx LEGO Gruppen, Novo Nordisk, Nissan og Johnson & Johnson udviklet en model, der kan vurdere, hvor gode virksomhederne er til [...]
The Expressive Organization (Inbunden)
avMajken (EDT) Schultz, Mary Jo (EDT) Hatch, Mogens Holten (EDT) Larsen
ISBN: 9780198297789 - UTGIVEN: 2000-11This book challenges current beliefs about organizational identity, reputation, and branding. It contains a wealth of new ideas for finding the elusive answers to questions troubling contemporary organizations. How does an organization create a strong reputation? What are the implications of corpora[...]
