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Formation of brand-centric industrial enterprise management
Journal: Marketing and Management of Innovations (Vol.3, No. 4)Publication Date: 2012-12-12
Authors : N.V. Ivashova;
Page : 280-288
Keywords : enterprise management system; brand-centric enterprise management; management mechanism; management principles; corporate culture;
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Abstract
The article investigates the essence of brand-centric approach to industrial enterprise management. Analyzed of the concept of brand-centric management. Highlighted components of brand-centric management, analyzed the differences of brand-centric approach to management from the traditional approach. The principles and the mechanism of brand-centric management researched. The influence of corporate culture on the formation of industrial enterprise brand is investigated.
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Last modified: 2013-04-18 07:18:39