TY  - BOOK
AU  - HATCH, MARY JO
AU  - SCHULTZ, MAJKEN
TI  - TAKING BRAND INITIATIVE: HOW COMPANIES CAN ALIGN STRATEGY, CULTURE, AND IDENTITY THROUGH CORPORATE BRANDI
PY  - 2008///
CY  - SAN FRANCISCO
PB  - JOSSEY-BASS PUBLISHERS
KW  - BRAND MANAGEMENT
ER  -