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Global brand strategy : unlocking brand potential across countries, cultures and markets / Sicco Van Gelder.

By: Van Gelder, Sicco, 1964-Material type: TextTextPublication details: London : Sterling, VA : Kogan Page, 2003. ISBN: 0749440236DDC classification: 658.8/27 LOC classification: HD69.B7
Contents:
Contents -- Introduction -- 1 The organization -- 2 The brand expression -- 3 Marketing mix and implementation -- 4 Local conventions -- 5 The brand domain -- 6 The brand reputation -- 7 The brand affinity -- 8 The brand recognition -- .
9 Taking a brand global -- 10 Harmonizing a global brand -- 11 Extending a global brand -- 12 Creating a new global brand -- References -- Index.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Two Week Loan Two Week Loan de Havilland Learning Resources Centre
Main Shelves
658.827 VAN (Browse shelf(Opens below)) Available 6000659057
Total holds: 0

Enhanced descriptions from Syndetics:

Includes bibliographical references and index.

Contents -- Introduction -- 1 The organization -- 2 The brand expression -- 3 Marketing mix and implementation -- 4 Local conventions -- 5 The brand domain -- 6 The brand reputation -- 7 The brand affinity -- 8 The brand recognition -- .

9 Taking a brand global -- 10 Harmonizing a global brand -- 11 Extending a global brand -- 12 Creating a new global brand -- References -- Index.

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