The reality of global brands : cases and strategies for the successful management of international brands
著者
書誌事項
The reality of global brands : cases and strategies for the successful management of international brands
（McGraw-Hill marketing for professionals）
McGraw-Hill, c1996
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注記
"Published in association with the Marketing Society"--Cover
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
- 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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