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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 integra

reclame --- #KVHB:Marketing --- #KVHB:Merken --- Branding (Marketing) --- Corporate culture. --- Corporate image. --- Branding (Marketing). --- Corporate image --- Corporate culture --- Management Styles & Communication --- Management --- Business & Economics --- Entreprises --- Culture d'entreprise --- Stratégie de marque --- Image --- Stratégie de marque --- Brand name products --- Culture, Corporate --- Institutional culture --- Organizational culture --- Company image --- Corporate identity --- Marketing --- Advertising --- Corporations --- Organizational behavior --- Business anthropology --- Industrial design coordination --- Sociological aspects --- Public relations --- E-books

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This text contains a collection of the most recent thinking on organizational identity, reputation, and branding and challenges a numer of well-established theories and concepts within a variety of disciplines and business fields.

Product strategy --- Branding (Marketing) --- Business communication --- Corporate image --- Corporations --- #SBIB:054.AANKOOP --- #SBIB:309H254 --- #SBIB:309H2812 --- Corporate public relations --- Public relations --- Company image --- Corporate identity --- Industrial design coordination --- Administrative communication --- Communication, Administrative --- Communication, Business --- Communication, Industrial --- Industrial communication --- Communication --- Brand name products --- Marketing --- Advertising --- Externe communicatie: profit sector --- Marketing, consumentengedrag, consumentisme --- Branding (Marketing). --- Business communication. --- Corporate image. --- Public relations. --- Brand name products. --- Organizational behavior. --- Entreprises --- Communication dans l'entreprise --- Produits de marque --- Comportement organisationnel --- Image --- Relations publiques --- Corporations - Public relations --- Business and Management.