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The New Global Brands: Managing Non-government Organizations in the 21st Century

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The New Global Brands: Managing Non-government Organizations in the 21st Century (Hardcover)

by John A. Quelch (Author), Nathalie Laidler-Kylander (Author)

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Product details

Hardcover: 336 pages
Publisher: South-Western, Div of Thomson Learning; illustrated edition edition (5 Mar 2005)
Language English
ISBN-10: 032432023X
ISBN-13: 978-0324320237
Product Dimensions: 23.6 x 19 x 1.8 cm
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Amazon.co.uk Sales Rank: 407,946 in Books (See Bestsellers in Books)

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"Contains vital information and insight about global NGOas, and ought to be required reading for major companies interested in being first class corporate citizens."

Product Description
Twelve Harvard Business School case studies examine how prominent international non-profit groups have defined their mission, developed their brand name as a marketing tool, and assessed their brand's strength as a trusted charity. Each case reviews the NGO's history, describes its organizational structure and funding, reports the results of commis

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