Global brand strategy : unlocking brand potential across countries, cultures and markets / Sicco Van Gelder.
Material type: TextPublication details: London : Sterling, VA : Kogan Page, 2003.ISBN:- 0749440236
- 658.8/27 22
- HD69.B7
Item type | Home library | Call number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|
Two Week Loan | de Havilland Learning Resources Centre Main Shelves | 658.827 VAN (Browse shelf(Opens below)) | Available | 6000659057 |
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.