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Global Branding and Country of Origin - Creativity and Passion (Hardcover): Gaetano Aiello, Raffaele Donvito Global Branding and Country of Origin - Creativity and Passion (Hardcover)
Gaetano Aiello, Raffaele Donvito
R1,972 Discovery Miles 19 720 Ships in 12 - 19 working days

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field.

This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.

This book was originally published as a special issue of "Journal of Global Scholars Marketing Science."

Global Branding and Country of Origin - Creativity and Passion (Paperback): Gaetano Aiello, Raffaele Donvito Global Branding and Country of Origin - Creativity and Passion (Paperback)
Gaetano Aiello, Raffaele Donvito
R836 Discovery Miles 8 360 Ships in 12 - 19 working days

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

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