Global Brand Management: A Guide To Developing, Building & Managing An International Brand / Laurence Minsky,Ilan Geva

By:

Minsky, Laurence ; Geva, Ilan

Language: Eng Publication details: 2020 London Kogan PageEdition: 1st edDescription: xxx, 293 p. : ill. ; 24 cmISBN:

9780749483609

Subject(s):

Marketing

DDC classification:

658.827 MIN

Summary: 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.

Item type:

Reference

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Holdings
Current library	Call number	Status	Date due	Barcode
Anna Centenary Library 6TH FLOOR, B WING	658.827 MIN (Browse shelf(Opens below))	Not for loan		696220
Anna Centenary Library 6TH FLOOR, B WING	658.827 MIN;1 (Browse shelf(Opens below))	Not for loan		696221

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.

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Global Brand Management: A Guide To Developing, Building & Managing An International Brand / Laurence Minsky,Ilan Geva

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