TY - BOOK AU - Minsky, Laurence ; Geva, Ilan TI - Global Brand Management: A Guide To Developing, Building & Managing An International Brand SN - 9780749483609 U1 - 658.827 PY - 2020/// CY - London PB - Kogan Page KW - Marketing N1 - index N2 - 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 ER -