01678nam a2200289 a 4500 TVCDKTCT8244 Thư viện trường Cao đẳng Kỹ thuật Cao Thắng 20070905000000 070905 Thư viện Trường CĐ Kỹ Thuật Cao Thắng RG_1 #1 eb0 i1 0658009451 vie 658.827 / BR105D-j R. Gregory James Branding Across Borders: A Guide to Global Brand Marketing / R. Gregory James American : McGraw -Hill , 2001 320tr. ; 27cm 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 Brand name products-Marketing United States Digital Asset Management Lowest Quintile