Article2009

TAKING BRAND INITIATIVE

65 citations0/0 files storedЭкономика и предпринимательство

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

In article of the professor of management Copenhagen Business School M. Schultz is presented the new book «Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding».

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References

2010Strategic management a stakeholder approach 1993Cultures and Organizations: Software of the Mind.1993Organizational culture and leadership 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1991Managing brand equity : capitalizing on the value of a brand name.1991KEEPING AN EYE ON THE MIRROR: IMAGE AND IDENTITY IN ORGANIZATIONAL ADAPTATION.1989Evolution and Revolution as Organizations Grow 1996Built to last: Successful habits of visionary companies

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