Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets
Kogan Page Business Books

Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

  • Publish Date: 2003-10-14
  • Binding: Hardcover
  • Author: Sicco van Gelder

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For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking. -- placebrands.net

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