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Global Brand Management: A Guide To Developing, Building & Managing An International Brand
Minsky, Laurence ; Geva, Ilan
Global Brand Management: A Guide To Developing, Building & Managing An International Brand / Laurence Minsky,Ilan Geva - 1st ed. - London Kogan Page 2020 - xxx, 293 p. : ill. ; 24 cm.
Includes index
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. Global Brand Management 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.
9780749483609
Marketing
658.827 / MIN
Global Brand Management: A Guide To Developing, Building & Managing An International Brand / Laurence Minsky,Ilan Geva - 1st ed. - London Kogan Page 2020 - xxx, 293 p. : ill. ; 24 cm.
Includes index
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. Global Brand Management 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.
9780749483609
Marketing
658.827 / MIN