Global brand strategy : unlocking brand potential across countries, cultures & markets
Type
Book
Authors
ISBN 10
0749442131
ISBN 13
9780749442132
Category
Management
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Publication Year
2004
Publisher
Kogan Page, United States
Pages
ix, 260 p.
Subject
Branding (Marketing) | Export marketing | Brand name products--Management
Abstract
This text aims to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities and this book provides a framework to be used comparatively across markets.
Number of Copies
1
