Screen LibraryGlobal brand management : a guide to developing, building and managing an international brand /
"In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition, yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. [This book] explores the increasin...
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| Main Authors: | |
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| Group Author: | |
| Published: |
Kogan Page,
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| Publisher Address: | London, United Kingdom : |
| Publication Dates: | 2020. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Summary: |
"In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition, yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. [This book] explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories, and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential"--Publisher |
| Carrier Form: | xxx, 293 pages : illustrations ; 25 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9780749483609 0749483601 9781789660401 1789660408 |
| Index Number: | HD69 |
| CLC: | F276.7 |
| Call Number: | F276.7/M666 |