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Kniha The Brand Inside Kai Mahnert

The Brand Inside

The Factors of Failure and Success in Internal Branding

Autor: Kai Mahnert
Jazyk: Angličtina
Vazba: Brožovaná
Vydavatel: VDM Verlag Dr. Müller
Dostupnost: U nakladatele na objednávku
Odesíláme za 17-27 dnů
1 407 Kč
Aligning brand understanding and commitment among§employees with the external brand promise has beco...

Informace o knize

Autor
Kai Mahnert
Jazyk
Angličtina
Vazba
Kniha - Brožovaná
Vydáno
2009
Stránek
140
EAN
9783639121049
Enbook ID
06820917
Vydavatel
VDM Verlag Dr. Müller
Hmotnost
198
Rozměry
150 x 220 x 7

Kompletní 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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