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.
corporate culture as a valuable way of thinking about the corporate environment.
| Original language | English |
|---|---|
| Journal | Communication Director |
| Issue number | 4 |
| Pages (from-to) | 58-61 |
| Number of pages | 4 |
| Publication status | Published - 2007 |
Cite this
Schultz, M., & Hatch, M. J. (2007). Third Wave Branding: Breaking the Ice. Communication Director, (4), 58-61.