Sicco van Gelder, "Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets"
2003 | pages: 272 | ISBN: 0749440236 | CHM | 3 mb
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.
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