Global Brand Strategy: Unlocking Branding Potential Across Countries, Cultures and Markets - Brossura

VAN GELDER, Sicco

Brossura

ISBN 10: 074944469X ISBN 13: 9780749444693

Casa editrice: Kogan Page, 2005

Riassunto

"For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net

Su questo libro

Descrizione del libro:

The first book to provide a rigorous framework for analysing a brands potential both locally and globally

Packed with models, techniques, global examples and cases

Author draws on his vast experience of working throughout Europe, Asia & America

Fully supported by the authors website

L'autore:

Sicco van Gelder is the founder of Brand Meta, a Global Brand Strategy consultancy. Current clients include ING Real Estate, the Government of of Ecuador, and the City of Southampton. He has previously held senior international research and consultancy positions with leading companies in Asia and Europe. His global experience has helped him to develop an understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues. Sicco is a member of the The Medinge Group.

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2005
• ISBN 10: 074944469X
• ISBN 13: 9780749444693
• Rilegatura: Copertina flessibile
• Numero di pagine: 276