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Global brand management : a guide to developing, building and managing an international brand / Laurence Minsky and Ilan Geva.

By: Contributor(s): Publisher: London, United Kingdom : Kogan Page, ©2020Description: xxx, 293 pages : illustrations ; 24 cmContent type:
  • text
  • still image
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780749483609
Subject(s): Genre/Form: Additional physical formats: ebook version :: No titleDDC classification:
  • 658.049 .M666 2020
LOC classification:
  • HD69.B7 M556 2020
Summary: "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.
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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.

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Text in English

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