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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Global brand strategy unlocking brand potential across countries, cultures & markets 
Brand culture