Name: Global Brand Management: A Guide to Developing, Building & Managing an International Brand (en Inglés)
Price: 234280.00 CLP
Availability: InStock
Author: Minsky, Laurence ; Geva, Ilan
ISBN: 9781789660401

Formato

Libro Físico

Autor

Laurence Minsky

Ilan Geva

Editorial

Kogan Page

Año

2019

Idioma

Inglés

N° páginas

328

Encuadernación

Tapa Dura

Dimensiones

24.4 x 17.0 x 2.7 cm

Peso

0.73 kg.

ISBN13

9781789660401

N° edición

Categorías

Mercado online

Global Brand Management: A Guide to Developing, Building & Managing an International Brand (en Inglés)

Laurence Minsky (Autor) · Ilan Geva (Autor) · Kogan Page · Tapa Dura

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Origen: España (Costos de importación incluídos en el precio)

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Reseña del libro "Global Brand Management: A Guide to Developing, Building & Managing an International Brand (en Inglés)"

In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential.Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.