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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
(3)
