Browsing College of Business, Public Policy and Law by Author "Mahnert, Kai F."
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The Brand Inside: The Factors of Failure and Success in Internal Branding - Special Issue on Irish Perspectives on Marketing Relationships and Networks
Mahnert, Kai F.; Torres, Ann M. (2007)Internal branding seeks to achieve consistency with the external brand and encourage brand commitment and the possibility of brand championship among employees. It is the concerted, inter-departmental and multi-directional ...