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Branding across borders : a guide to global brand marketing

Author: James R Gregory; Jack G Wiechmann
Publisher: Chicago, Ill. : McGraw-Hill, ©2002.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Establishing and managing a global brand - is made more challenging by the cultural, political, and economic differences that exist among the world's consumers. This work offers key insights on  Read more...

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Document Type: Book
All Authors / Contributors: James R Gregory; Jack G Wiechmann
ISBN: 0658009451 9780658009457
OCLC Number: 46641823
Description: xxiv, 232 pages : illustrations ; 24 cm
Contents: 1. Managing the Global Brand --
2. Ten Keys, Seven Steps, and Other Guides --
3. Bottom Line on Corporate Brand Investment --
4. Cultures, Values, and More --
5. Talent: The Real Global Challenge --
6. The Emerging Global Customer --
7. Communicating the Brand in an Interactive World --
8. Merging the Brands --
9. The Board and the Brand --
10. Brands in Decline, Protests, and Assorted Crises --
11. Digital Asset Management: Tool for Global Branding --
12. Focus on the Future.
Responsibility: James R. Gregory with Jack G. Wiechmann.
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