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Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.
Material type:
TextPublication details: London ; Sterling, VA : Kogan Page, 2003.Description: ix, 260 p. : ill. ; 20 cmISBN: - 0749442131
- 658.827 22 GEG
Contents:
The global branding context -- The organization -- The brand expression marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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Seminar Library, Deprment. of Business Administration General Stacks | 658.827 GEG (Browse shelf(Opens below)) | 1 | Available | 0051357 |
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| 658.82 MUP Promotional marketing / | 658.82 MUP Promotional marketing / | 658.82 SCS Sales promotion essentials : | 658.827 GEG Global brand strategy : | 658.827 HII The infinite asset : | 658.827 HII The infinite asset : | 658.827 JOW What s In A Brand? Building Brand Equity Through Advertising / |
Includes bibliographical references and index.
The global branding context -- The organization -- The brand expression marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand.
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