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Bücher Englische Bücher Sachbücher Politik, Gesellschaft, Wirtschaft Betriebswirtschaft & Unternehmen Taking Brand Initiative
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Taking Brand Initiative
Mary Jo Hatch (Gebundene Ausgabe, Englisch)
★★★★★
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Beschreibung
Praise for Taking Brand Initiative
"In today's media-saturated society, only those who forcefully manage to stay true to themselves leave us with a lasting brand impression. To achieve that you need to work hard to align actions with decisions such that strategy, culture, and identity support each other. This book will help your business follow this difficult but rewarding path to success."… -JØrgen Vig Knudstorp, CEO and president, LEGO Group
"An excellent book that details a structured route to getting the increasingly important corporate brand right, with depth and rigor, overlaid with fascinating case studies.?Anyone interested in branding will find this book interesting and informative."-David A. Aaker, brand guru and vice chairman, Prophet; author of four brand books, including Brand Portfolio Strategy
"This book truly shows the power of combining insights into corporate culture with an understanding of the practical problems of economic survival through branding. The authors emphasize the importance of embedding corporate brands in the cultural DNA of companies, something that is too often overlooked in branding practice. Through compelling, richly detailed examples, the authors show how companies suffer if the promise of the brand does not match the organizational culture nor cohere with public images of the firm. This book deepens our understanding of both organization theory and strategic marketing, exposing a deeper level of causality of what makes some organizations more effective than others."
-Edgar H. Schein, professor emeritus, MIT Sloan School of Management; author, Organizational Culture and Leadership
"Having trouble focusing your organization? Corporate branding and the process of developing and implementing it are the answer.? In Taking Brand Initiative, Mary Jo Hatch and Majken Schultz provide the frameworks, techniques, and examples you need to get both your organization and its stakeholders moving in the same direction.? If you want to create enduring organizational success, read this book!"
-Jerry I. Porras, Lane Professor of Organizational Behavior and Change, emeritus, Stanford Graduate School of Business; co-author of Built to Last Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Erscheinungsdatum
11.04.2008
Sprache
Englisch
EAN
9780787998301
Herausgeber
John Wiley & Sons
Sonderedition
Nein
Autor
Mary Jo Hatch
Seitenanzahl
288
Einbandart
Gebundene Ausgabe
Buch Untertitel
How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
Autorenporträt
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.
Schlagwörter
Business & Management, Organisationsverhalten, Organizational Behavior, Strategic Marketing, Strategisches Marketing, Wirtschaft, Wirtschaft u. Management
Thema-Inhalt
KJ - Betriebswirtschaft und Management
Höhe
232 mm
Breite
16 cm
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