The brand IDEA : managing nonprofit brands with integrity, democracy, and affinity / Nathalie Laidler-Kylander and Julia Shepard Stenzel.

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"Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-ce...

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Bibliographic Details
Main Author: Laidler-Kylander, Nathalie
Other Authors: Stenzel, Julia Shepard, 1964-
Language:English
Published: San Francisco : Jossey Bass, Wiley, 2014.
Edition:First edition.
Subjects:
Nonprofit organizations > Management.
Nonprofit organizations > Marketing.
Physical Description:xviii, 214 pages ; 24 cm
Format: Book

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