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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Đã lưu trong:
Chi tiết về thư mục
Tác giả chính: R. Gregory James
Định dạng: Sách
Ngôn ngữ:Vietnamese
Được phát hành: American : McGraw -Hill , 2001
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Các nhãn: Thêm thẻ
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Thư viện lưu trữ: Thư viện Trường CĐ Kỹ Thuật Cao Thắng
Miêu tả
Tóm tắt: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
Mô tả vật lý:320tr. ; 27cm
số ISBN:0658009451