책 이미지
eBook 미리보기
책 정보
· 제목 : Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Hardcover) (How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780787998301
· 쪽수 : 288쪽
· 출판일 : 2008-03-01
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780787998301
· 쪽수 : 288쪽
· 출판일 : 2008-03-01
목차
Foreword.
Preface.
Introduction.
Part One: The Basics.
1. What Is Corporate Branding?
2. The Value of Brands.
3. Who Are You?
4. Diagnosing Your Corporate Brand.
Part Two: Managing Corporate Brands.
5. Managing Corporate Brands as Organizations Grow.
6. The Infl uence of Employees and Their Cultures.
7. Through Stakeholders’ Eyes.
Part Three: Pulling It All Together.
8. Aligning Vision, Culture, and Images.
9. Getting into Enterprise Branding: Catching the Third Wave.
Glossary of Key Terms.
Notes.
References.
The Authors.
Index.
