Branding Across Borders: A Guide to Global Brand Marketing - Couverture rigide

Gregory, James; Weichmann, Jack

Couverture rigide

ISBN 10 : 0658009451 ISBN 13 : 9780658009457

Editeur : McGraw-Hill Contemporary, 2001

Synopsis

This book is written by one of today's leading authorities on global branding. Establishing and managing a global brand - is 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 Index [trdemark] - an annual survey designed to spotlight vital branding practices and statistics.

A propos du livre

À propos de l'auteur

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Détails de l'édition

• Éditeur: McGraw-Hill Contemporary
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0658009451
• ISBN 13: 9780658009457
• Reliure: Relié
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible