Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

Type

Book

Authors

Sicco van Gelder

ISBN 10

074944469X

ISBN 13

9780749444693

Tags

International, Management, Advertising, Global, Industrial, Research, Accounting

Description

""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 - from Amzon

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