Third Wave Branding: Breaking the Ice

Majken Schultz; Mary Jo Hatch

Third Wave Branding: Breaking the Ice

Majken Schultz, Mary Jo Hatch

Institut for Organisation

University of Virginia

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning

Abstract

Brand management should exceed the confi nes of marketing and be embraced by
corporate culture as a valuable way of thinking about the corporate environment.

Originalsprog	Engelsk
Tidsskrift	Communication Director
Udgave nummer	4
Sider (fra-til)	58-61
Antal sider	4
Status	Udgivet - 2007

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title = "Third Wave Branding: Breaking the Ice",

abstract = "Brand management should exceed the confi nes of marketing and be embraced bycorporate culture as a valuable way of thinking about the corporate environment.",

author = "Majken Schultz and Hatch, {Mary Jo}",

year = "2007",

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AB - Brand management should exceed the confi nes of marketing and be embraced bycorporate culture as a valuable way of thinking about the corporate environment.

M3 - Journal article

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