The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management By Graham Hankinson
The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management
by Graham Hankinson
This work covers all aspects of creating and managing brands within an international context, ranging from broad strategies worldwide to brand communication and promotion. Every chapter is backed up by researched and illustrated case studies of large organizations, such as Smirnoff and Sony.
Brands in a global context; identifying international market segments; brand research for international markets; international brand communications; managing the international brand portfolio; the pricing of international brands; global distribution; international corporate identity; organizational issues; international branding and the law.
The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management by Graham Hankinson
Used - Very Good
McGraw-Hill Education - Europe
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