Knihobot
Knihu momentálně nemáme skladem

Values in internal marketing

Více o knize

Which circumstances instigate brand value aligned employee behaviour and how does such behaviour impact on success? Based on the creation of sustainable competitive advantages the author investigates ’living the brand’. It’s revealed that brand orientation and value fit influence such behaviour. The inner structure of ‚living the brand’ is defined through a time-, a compliance-, and a promotion component. This new model has been positively validated quantitatively and qualitatively through replication case studies with socio ecological financial services providers. The book delivers operational recommendations for internal branding, discusses higher-level corporate strategies as well as questions related to identification with the brand. Extended chapters describe the phenomenon of social banking, compare it with conventional banking and explain the research methods. The book offers findings for adding value to the corporate brand and it is useful for managers, marketing, HR, students and scholars of economics as well as for all interested in sustainable banking.

Nákup knihy

Values in internal marketing, Heinz Brodbeck

Jazyk
Rok vydání
2013
Jakmile ji vyčmucháme, pošleme vám e-mail.

Doručení

  •  

Platební metody

2021 2022 2023

Navrhnout úpravu