Global brand management : a guide to developing, building and managing an international brand /
Minsky, Laurence,
Global brand management : a guide to developing, building and managing an international brand / Laurence Minsky and Ilan Geva. - xxx, 293 pages : illustrations ; 24 cm
Includes bibliographical references and index.
"In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition, yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. [This book] explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories, and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential"--Publisher marketing.
Professional
Text in English
9780749483609
019532272
International business enterprises--Management.
Brand name products--Management.
Branding (Marketing)
Brand name products--Management--Case studies.
BUSINESS & ECONOMICS / Economics / General.
Brand name products--Management.
International business enterprises--Management.
Case studies.
HD69.B7 / M556 2020
658.049 / .M666 2020
Global brand management : a guide to developing, building and managing an international brand / Laurence Minsky and Ilan Geva. - xxx, 293 pages : illustrations ; 24 cm
Includes bibliographical references and index.
"In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition, yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. [This book] explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories, and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential"--Publisher marketing.
Professional
Text in English
9780749483609
019532272
International business enterprises--Management.
Brand name products--Management.
Branding (Marketing)
Brand name products--Management--Case studies.
BUSINESS & ECONOMICS / Economics / General.
Brand name products--Management.
International business enterprises--Management.
Case studies.
HD69.B7 / M556 2020
658.049 / .M666 2020