Global brand management : a guide to developing, building and managing an international brand / Laurence Minsky and Ilan Geva.
Publisher: London, United Kingdom : Kogan Page, ©2020Description: xxx, 293 pages : illustrations ; 24 cmContent type:- text
- still image
- unmediated
- volume
- 9780749483609
- 658.049 .M666 2020
- HD69.B7 M556 2020
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Print Materials | Graduate School Library Doctor in Business Administration | 658.049 .M666 2020 (Browse shelf(Opens below)) | Available | 0126758 |
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 0.00
Text in English
There are no comments on this title.