Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.
""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinki...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
London ; Sterling, VA :
Kogan Page,
2003.
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| Subjects: | |
| Online Access: | Contributor biographical information |
| Summary: | ""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net"--Publisher description. |
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| Physical Description: | xii, 260 pages : illustrations ; 25 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 0749440236 9780749440237 |