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The Brand Inside

Name: The Brand Inside
Brand: VDM Verlag Dr. Müller
SKU: 9783639121049
Price: 57.96 EUR
Availability: InStock

The Factors of Failure and Success in Internal Branding

Autor: Kai Mahnert

Jazyk:

Väzba: Brožovaná

Vydavateľ: VDM Verlag Dr. Müller

Dostupnosť: U vydavateľa na objednávku

Odosielame za 17-27 dní

57.96 €

Aligning brand understanding and commitment among§employees with the external brand promise has beco...

Informácie o knihe

Autor

Kai Mahnert

Jazyk

Angličtina

Väzba

Kniha - Brožovaná

Vydalo

2009

Stránok

140

EAN

9783639121049

Enbook ID

06820917

Vydavateľ

VDM Verlag Dr. Müller

Hmotnosť

198

Rozmery

150 x 220 x 7

Kompletný popis

Aligning brand understanding and commitment among§employees with the external brand promise has become§the new hype in modern management. But the theory has§as many subscribers as it has tales of failure. In§many cases, marketing practitioners charged with the§task of turning employees into brand champions resort§to those instruments they know best from their§product branding expertise. However, an employee''s§relationship with a corporate brand is far more§complex. Based on an extensive review of the§literature as well as on primary research across the§retail and hospitality sectors in Ireland, this book§identifies 26 key factors of failure and success in§internal branding. The author, Kai Mahnert, proposes§a comprehensive definition and categorisation of§internal branding as an inter-departmental§communication effort and puts forward a consolidated§framework ("CIBF") for the conception, implementation§and evaluation of internal branding programmes. Thus,§this book is aimed at marketing and brand§practitioners seeking to organise their internal§branding, as well as scholars and researchers in§search of new impulses.

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The Brand Inside

The Factors of Failure and Success in Internal Branding

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