title: Think big. City of Hope bolsters its brand by tapping into existing resources to build a national name on a local budget.
authors.affiliation: City of Hope, CA, USA. bmaceo@coh.org
authors.forename: Brenda
authors.initials: B
authors.lastname: Maceo
mesh_terms: D000329:Advertising; D002017:Budgets; D002140:California; D002173:Cancer Care Facilities / Q000458:organization & administration*; D005197:Famous Persons; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D017146:Models, Organizational; D019982:Organizational Case Studies; D009937:Organizational Objectives