Branding Across Borders: A Guide to Global Brand Marketing /
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...
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| Format: | Book |
| Language: | Vietnamese |
| Published: |
American :
McGraw -Hill ,
2001
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| Institutions: | Thư viện Trường CĐ Kỹ Thuật Cao Thắng |
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| Summary: | 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 strategy. Executives of all levels can look to it for: A 10-step strategy for communicating a brand in an interactive world Examples of successful global branding as practiced by today's leading international marketers Key insights from the Corporate Branding IndexTMan annual survey designed to spotlight vital branding practices and statistics |
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| Physical Description: | 320tr. ; 27cm |
| ISBN: | 0658009451 |