The reality of global brands : cases and strategies for the successful management of international brands
Author(s)
Bibliographic Information
The reality of global brands : cases and strategies for the successful management of international brands
(McGraw-Hill marketing for professionals)
McGraw-Hill, c1996
Available at 1 libraries
  Aomori
  Iwate
  Miyagi
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  Ibaraki
  Tochigi
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  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
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  Aichi
  Mie
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  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
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  Tokushima
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  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
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  United States of America
Note
"Published in association with the Marketing Society"--Cover
Includes bibliographical references and index
Description and Table of Contents
Description
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.
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.
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