The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy and Affinity.
Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on t...
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Full text (MCPHS users only) |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hoboken :
Wiley,
2013
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| Local Note: | ProQuest Ebook Central |
