Global brand management : a guide to developing, building & managing an international brand
By: Minsky, Laurence
Title By: Geva, Ilan
Material type:
BookPublisher: London : KoganPage, 2019.Description: xxx, 293 p. : ill. ; 23 cm.ISBN: 9780749483616Subject(s): International business enterprises -- Management | Brand name products -- Management | Brand name products -- Management -- Case studiesDDC classification: 658.049 MI GL Online resources: Location Map
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 | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.049 MI GL (Browse shelf) | Available | Dec2019 | T0064015 |
Total holds: 0
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| 658.049 MC IN International management : | 658.049 ME CU The culture map : | 658.049 ME IN International management : | 658.049 MI GL Global brand management : | 658.049 MO MA Managing cultural differences : | 658.049 MO MA Managing cultural differences : | 658.049 MO MA Managing cultural differences : |
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.