Taking Brand Initiative by Mary Jo Hatch
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Taking Brand Initiative
By Mary Jo Hatch

Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

By (author) See other recent books by Mary Jo Hatch See other recent books by Majken Schultz
Format: Hardback

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Taking Brand Initiative by Mary Jo Hatch

Book Description

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 OoutsidersONpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

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Book Details

ISBN: 9780787998301
ISBN-10: 0787998303
Format: Hardback
(234mm x 157mm x 26mm)
Pages: 288
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley & Sons Inc
Publish Date: 11-Apr-2008
Country of Publication: United States

Books By Author Mary Jo Hatch

Organization Theory by Mary Jo Hatch Organization Theory, Paperback (November 2012)

Organization Theory offers a clear and comprehensive introduction to the study of organizations and organizing processes. It encourages an even-handed appreciation of the main perspectives defining our knowledge of organizations and challenges readers to broaden their intellectual reach.

Organizations: A Very Short Introduction by Mary Jo Hatch Organizations: A Very Short Introduction, Paperback (March 2011)

Organization happens in the act of working with others to accomplish a desired future state. It can happen through intentionally designed activity, spontaneous improvisation, or some combination of the two, but it always requires coordinated effort. This Very Short Introduction provides a lively and thought provoking introduction to the topic.

Three Faces of Leadership by Mary Jo Hatch Three Faces of Leadership, Paperback (October 2004)

* A text on leadership giving insight into the minds of CEOs who have been celebrated by the Harvard Business Review over the last decade of the twentieth century. * Represents a broad spectrum of organisations, including Volkswagen, Eni. , Xerox, Dell, Whirlpool, Bell Atlantic, British Airways, USAA, Compaq, and Nike.

Organizational Identity by Mary Jo Hatch Organizational Identity, Hardback (March 2004)

Ranging from theoretical contributions to empirical studies, the readings in this volume address the key issues of organizational identity, and show how these issues have developed through contributions from diverse fields of study.

» View all books by Mary Jo Hatch

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Author Biography - Mary Jo Hatch

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, Telefonica, and ING.

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Recent books by Mary Jo Hatch close
Organization Theory by Mary Jo Hatch
Organizations: A Very Short Introduction by Mary Jo Hatch
Three Faces of Leadership by Mary Jo Hatch
Three Faces of Leadership by Mary Jo Hatch
Organizational Identity by Mary Jo Hatch
Organizational Identity by Mary Jo Hatch
Expressive Organization by Mary Jo Hatch
Expressive Organization by Mary Jo Hatch
»
Recent books by Majken Schultz close
Oxford Handbook of Organizational Identity by Majken Schultz
Constructing Identity in and Around Organizations by Majken Schultz
Constructing Identity in and Around Organizations by Majken Schultz
Taking Brand Initiative by Majken Schultz
Corporate Branding - Purpose / People / Process by Majken Schultz
Organizational Identity by Majken Schultz
Organizational Identity by Majken Schultz
Expressive Organization by Majken Schultz
Expressive Organization by Majken Schultz
»
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