Research Catalog
Global brand strategy : unlocking brand potential across countries, cultures & markets
- Title
- Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.
- Author
- Van Gelder, Sicco, 1964-
- Publication
- London : Sterling, VA : Kogan Page, 2003.
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | JBE 03-2301 | Offsite |
Details
- Description
- xii, 260 p. : ill.; 24 cm.
- Subjects
- Bibliography (note)
- Includes bibliographical references (p. [251]-256) and index.
- Contents
- The organization -- The brand expression -- Marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand.
- Call Number
- JBE 03-2301
- ISBN
- 0749440236
- LCCN
- 2003016216
- OCLC
- vendor
- Author
- Van Gelder, Sicco, 1964-
- Title
- Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.
- Imprint
- London : Sterling, VA : Kogan Page, 2003.
- Bibliography
- Includes bibliographical references (p. [251]-256) and index.
- Research Call Number
- JBE 03-2301