The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management by Graham Hankinson
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The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management
The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management
Summary
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.
The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management Summary
Table of Contents
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.
Additional information
GOR002983141
9780077090029
0077090020
The Reality Of Global Brands: Cases And Strategies For Successful International Brand Management by Graham Hankinson
Used - Good
Paperback
McGraw-Hill Education - Europe
19960731
272
N/A
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