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Branding Across Borders

Thông tin trích dẫn: Branding Across Borders. James R. Gregory; Jack G. Wiechmann. NXB McGraw-Hill, 2002.

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Abstract
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:

A 10-step strategy for communicating a brand in an interactive world
Examples of successful global branding as practiced by today's leading international marketers
Key insights from the Corporate Branding IndexTM­­an annual survey designed to spotlight vital branding practices and statistics

Từ khóa: Quản trị kinh doanh, James R. Gregory; Jack G. Wiechmann

8 p tailieu_haui 21/06/2022 50 0

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