Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 0749442131
- 658.827 22 GEG
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 |
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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