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Global branding : June 20-21, 2000, Hotel Palace, Milan, Italy

Author: Pedro Sousa; Marketing Science Institute.
Publisher: Cambridge, Mass. : Marketing Science Institute, ©2000.
Series: Report (Marketing Science Institute), no. 00-114.
Edition/Format:   Print book : Conference publication : EnglishView all editions and formats
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Genre/Form: Conference papers and proceedings
Congresses
Cross-cultural studies Congresses
Additional Physical Format: Online version:
Global branding.
Cambridge, Mass. : Marketing Science Institute, ©2000
(OCoLC)903088028
Material Type: Conference publication
Document Type: Book
All Authors / Contributors: Pedro Sousa; Marketing Science Institute.
OCLC Number: 46636740
Notes: "Conference summary."
Conference sponsored by the Marketing Science Institute.
Description: 40 pages : illustrations ; 28 cm.
Contents: Is there really no hope for local brands? / Jean-Noel Kapferer --
Global branding : changes and risks for a transnational company / Klaus Morwind and Hans-Willi Schroiff --
Global brands : consumer motivations and mechanisms / Rajeev Batra --
General Motors case study : assessing brands globally / Philip S. Dykewicz --
Peacefulness and passion : the meaning of brand personalities across cultural boundaries / Jordi Garolera --
Leveraging the Internet for global branding / Rohit Deshpandé --
Electrolux case study : the beginning of branding as we know it / Lars Göran Johansson --
Unlocking the power of your corporate brand with customers / Gabriel J. Biehal and Daniel A. Sheinin --
What makes a great brand great? / Jim Alleborn abd Steve Thompson.
Series Title: Report (Marketing Science Institute), no. 00-114.
Responsibility: prepared by Pedro Sousa.

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