TY  - BOOK
AU  - Minsky,Laurence
AU  - Geva,Ilan
TI  - Global brand management: a guide to developing, building and managing an international brand 
SN  - 9780749483609
AV  - HD69.B7 M556 2020
U1  - 658.049 
PY  - 2020///
CY  - London, United Kingdom
PB  - Kogan Page
KW  - International business enterprises
KW  - Management
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Case studies
KW  - BUSINESS & ECONOMICS / Economics / General
KW  - bisacsh
KW  - fast
N1  - Includes bibliographical references and index; Professional
N2  - "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
ER  -