Branding across borders a guide to global brand marketing
Establishing and managing a global brand - is made more challenging by the cultural, political, and economic differences that exist among the world's consumers. This work offers key insights on developing a global brand strategy. It also provides a 10-step strategy for communicating a brand in...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Chicago
McGraw Hill
2002
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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| 100 | 1 | # | |a Gregory, James R. |e author |
| 245 | 1 | 1 | |a Branding across borders |b a guide to global brand marketing |c James R. Gregory with Jack G. Wiechmann |
| 264 | # | 1 | |a Chicago |b McGraw Hill |c 2002 |
| 264 | # | 4 | |c ©2002 |
| 300 | # | # | |a xxiv, 232 pages |b illustrations |c 23 cm |
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| 338 | # | # | |a volume |2 rdacarrier |
| 500 | # | # | |a Includes index |
| 520 | # | # | |a Establishing and managing a global brand - is made more challenging by the cultural, political, and economic differences that exist among the world's consumers. This work offers key insights on developing a global brand strategy. It also provides a 10-step strategy for communicating a brand in an interactive world. |
| 526 | 0 | # | |a MKT755 |b BM770 |5 AAGBS |
| 526 | 0 | # | |a Product and Brand Management |b Master in Business Administration |5 Arshad Ayub Graduate Business School |
| 650 | # | 0 | |a Brand name products |x Marketing |
| 700 | 1 | # | |a Wiechmann, Jack G. |e author |
| 856 | 4 | 0 | |z Click Here to View Status and Holdings. |u https://opac.uitm.edu.my/opac/detailsPage/detailsHome.jsp?tid=257209 |
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Global brand strategy unlocking brand potential across countries, cultures & markets 
Brand culture