TY  - BOOK
AU  - Van Gelder,Sicco
TI  - Global brand strategy: unlocking brand potential across countries, cultures & markets 
SN  - 0749440236
AV  - HD69.B7 V357 2003
U1  - 658.827 22
PY  - 2003///
CY  - London, Sterling, VA
PB  - Kogan Page
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Management
KW  - Export marketing
N1  - Includes bibliographical references and index; The global branding context -- 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
N2  - ""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net"--Publisher description
UR  - http://catdir.loc.gov/catdir/enhancements/fy0912/2003016216-b.html
ER  -