TY  - BOOK
T1  - Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding
A1  - Hatch, Mary Jo
A2  - Schultz, Majken
A2  - Olins, Wally
LA  - English
PP  - San Francisco
PB  - Jossey-Bass
YR  - 2008
UL  - https://colectivo.uloyola.es/Record/L186125
OP  - 266
SN  - 9780787998301
KW  - Marcas comerciales
KW  - Imagen corporativa
KW  - Cultura de la empresa
KW  - Estrategia de marketing
ER  -