by Mary Jo Hatch, Majken Schultz · Jossey-Bass · tapa dura · ISBN 9780787998301
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«Taking Brand Initiative» is the business essay by Mary Jo Hatch and Majken Schultz, published by Jossey-Bass in hardcover (288 pages, in English).
The book argues that the corporate brand connects the company with external and internal audiences, and is not just a marketing exercise. It proposes aligning strategy, culture, and identity through analytical models and real cases to achieve sustainable success in a media-saturated environment.
The book, subtitled 'How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding', is the first edition, published in March 2008.
For marketing and business management professionals seeking to align their organization with its corporate identity.
