Branding Across Borders: A Guide to Global Brand Marketing
By Unknown Author.
Description
Written by one of today's leading authorities on global branding Establishing and managing a global brandis made more challenging by the cultural, political, and economic differences that exist among the world's consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace. Branding Across Borders offers key insights on developing a powerful, memorable global brand ...
ISBN(s)
0658009451, 9780658009457
