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ISBN: 0749440236Издательство: Kogan Page Ltd
Brand managers operating across cultures can find themselves facing a multitude of complex issues. Aiming to clarify this situation, Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal the factors that are most significant to particular types of brands. Contents include brand environment; brand expression; brand domain; brand reputation; brand affinity; brand recognition; local brand management; and global brand management.