Third Wave Branding: Breaking the Ice

Majken Schultz; Mary Jo Hatch

Third Wave Branding: Breaking the Ice

Majken Schultz, Mary Jo Hatch

Department of Organization

University of Virginia

Research output: Contribution to journal › Journal article › Research

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.

Original language	English
Journal	Communication Director
Issue number	4
Pages (from-to)	58-61
Number of pages	4
Publication status	Published - 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",

language = "English",

pages = "58--61",

journal = "Communication Director",

publisher = "Helios Media GmbH",

number = "4",

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AU - Hatch, Mary Jo

PY - 2007

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N2 - Brand management should exceed the confi nes of marketing and be embraced bycorporate culture as a valuable way of thinking about the corporate environment.

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

SP - 58

EP - 61

JO - Communication Director

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