TY  - BOOK
AU  - Hatch,Mary Jo
AU  - Schultz,Majken
TI  - Taking brand initiative: how companies can align strategy, culture, and identity through corporate branding 
SN  - 0787998303
U1  - 658.827 
PY  - 2008///
CY  - San Francisco
PB  - Jossey-Bass
KW  - Cultura corporativa
KW  - Imagen corporativa
N1  - ´Reputation Institute publications´--Jacket; Incluye bibliografía; What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders´ eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave
UR  - http://www.loc.gov/catdir/toc/fy0803/2007049669.html
ER  -