000
001			34856
010			_a978-0-7494-7890-2
100			_a20200525d2017 u||y0pory50 ba
101			_aeng
102			_aGB
200			_aBranding inside out _einternal branding in theory and practice _ged. Nicholas Ind
210			_aLondon _cKoganPage _d2017
215			_aXIV, 209 p.
321			_aÍNDICE 1- The Changing world of internal branding; 2- Living brand orientation: how a brand-oriented culture supports employees to live the brand; 3- Unleashing the internal fan community through brand-oriented leadership; 4- Bond dickinson: Leading by exemple; 5- Internal branding: A roadmap to brand value co-creation; 6- Transforming brand and culture at NN group; 7- Living the CSR brand: Model, best practices and recommendations; 8- Participation builds the brand: VSO´s people brand; 9- Living brands: the characteristics of living brand companies; 10- How adidas attracts and retains talent; 11- Internal brand management: employees as a target group for brand management.
330			_aBranding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people.
606			_92131 _aMarketing
606			_91644 _aMarcas
606			_940332 _aInternal Brand
675			_a658.8 _vBN _zpor
702		1	_932728 _aInd _bNicholas
801			_aPT _bIPAM _gRPC
090			_a34856
942			_cMON _n0