Brand New, Unread Copy in Perfect Condition. A+ Customer Service!. Codice inventario libreria
Written by one of today's leading authorities on global branding
Establishing and managing a global brandis made more challenging by the cultural, political, and economic differences that exist among the world's consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace.
Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for:
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Techniques for providing brand meaning to every global consumer-and building brand value in every global market
Branding Across Borders demonstrates how companies can extend and manage their brand and its value in dramatically different markets and cultures around the world. Case studies and examples of successful global marketers from McDonald's and Coca-Cola to Levi's, Ford, and others highlight global branding successes and failures and outline a path to success in what has become the hottest, most high-stakes marketing prerogative of the new borderless economy.
Praise for Branding Across Borders
"We at Omron have first hand experience in utilizing Jim Gregory's methods within our company. Corporate branding's approach advocates understanding a business's heritage and culture before applying the branding craft. This has proved critical in building acceptance of our brand both internally and externally."
--Yoshio Tateisi, Representative Director and Chief Executive Officer, Omron Corporation
"Global branding is a complex challenge that no major corporation can dodge any longer. All of us in the global branding business can benefit from Jim's authoritative take on the subject."
--Francis B. Harrison, Manager, Advertising Group, Ricoh Company, Ltd., Tokyo
"An orderly exposition of how to go about developing your brand globally. This is of great significance not only for European and American companies but increasingly so for pan-Latin American regional companies."
--Jose Macaya, Country Manager, Russell Reynolds Associates, Argentina--Chile
"Branding Across Borders offers clear, concise, and thought-provoking ideas about how to articulate your brand and also hear and understand the messages of other cultures."
--Rod Arvin, A.P.R., Director, Communications Planning and Strategy, Eastman Chemical Company
"The globalized world is now with us. This new book reflects much of Jim Gregory's latest thinking and experience with its various issues, especially those of global branding. Branding Across Borders is not only informative, but, unlike so many other 'business' books, it is highly readable."
--Bill Kupper, President and Publisher, BusinessWeek, From the Foreword
For today's marketer, futurist Marshall McLuhan's "global village" has grown from a concept into a reality. International borders are shrinking and even disappearing altogether, and marketing techniques and strategies designed for U.S. audiences must now be adapted for diverse cultural, economic, and political environments and consumers.
Branding is among the most critical--and difficult to control--of such techniques. Jim Gregory's Branding Across Borders provides marketers with key insights and hands-on strategies for developing powerful, memorable, and successful global brands. And because effective branding doesn't exist in a vacuum, this step-by-step handbook goes beyond the brand itself to address how marketers can fine-tune their own organizational structures to effectively extend and manage brands in the global marketplace.
From reestablishing an existing brand internationally to developing an online brand that coordinates and complements an existing brand, decision-makers from communications officers to CEOs can turn to Branding Across Borders for the latest information on topics including:
The establishment of a strong, flexible global brand will not assure victory in the hard-fought global marketing wars, but the absence of such a brand will almost certainly guarantee failure. Branding Across Borders explores many of today's most pressing issues and challenges and presents a template for talking to prospects from Montana to Montevideo in a language they understand--the language of a universally understood and ultimately rewarding overall brand message.
Condizione libro: New
Descrizione libro McGraw-Hill, 2002. Condizione libro: Good. 1st Edition. N/A. Former Library book. Shows some signs of wear, and may have some markings on the inside. Codice libro della libreria GRP11499094
Descrizione libro McGraw-Hill. Hardcover. Condizione libro: VERY GOOD. Very Good copy, cover and pages show some wear from reading and storage. Binding may have light creases. Lots of life left in these pages. Codice libro della libreria 2579875862
Descrizione libro McGraw-Hill. Hardcover. Condizione libro: As New. Excellent condition with minimal visible wear. Codice libro della libreria G0658009451I2N00
Descrizione libro McGraw-Hill. Hardcover. Condizione libro: As New. Nearly brand new book that shows only slight signs of wear. Codice libro della libreria G0658009451I2N00
Descrizione libro McGraw-Hill Professional 01/12/2001, 2001. Condizione libro: used-good. - GREAT BOOK IN GOOD OR BETTER CONDITION, NORMALLY SENT SAME DAY FROM WAREHOUSE. Codice libro della libreria 7719-9780658009457
Descrizione libro McGraw-Hill, 2001. Hardcover. Condizione libro: Used: Good. Codice libro della libreria SONG0658009451
Descrizione libro McGraw-Hill Book Companies, Inc., New York City, New York, 2002. Hard Cover. Condizione libro: Fine. Condizione sovraccoperta: Fine. Second Printing. 8vo - over 7¾" - 9¾" tall. "BRANDING ACROSS BORDERS demonstrates how companies can extend and manage their brand and its value in dramatically different markets and cultures around the world. Case studies and examples of successful global marketers from McDonald's and Coca-Cola to Levi's, Ford, and others highlight global branding successes and failures and outline a path to success in what has become the hottest, most high-stakes marketing perogative on the new borderless economy." This book has 232 pages and is illustrated. Codice libro della libreria 054895
Descrizione libro Condizione libro: Very Good. Book Condition: Very Good. Codice libro della libreria 97806580094573.0
Descrizione libro Condizione libro: Like New. Book Condition: Like New. Codice libro della libreria 97806580094572.0
Descrizione libro Condizione libro: Good. Branding Across Borders: A Guide to Global Brand Marketing. Codice libro della libreria Amz4718102