Reality of Global Brands: Cases and Strategies for Successful International Brand Management (Marketing for Professionals)

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9780077090029: Reality of Global Brands: Cases and Strategies for Successful International Brand Management (Marketing for Professionals)

This work covers all aspects of creating and managing brands within an international context, ranging from broad strategies worldwide to brand communication and promotion. Every chapter is backed up by researched and illustrated case studies of large organizations, such as Smirnoff and Sony.

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Hankinson, Graham; Cowking, Philippa
Published by Mcgraw-Hill (1996)
ISBN 10: 0077090020 ISBN 13: 9780077090029
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John R. Riesenberger
ISBN 10: 0077090020 ISBN 13: 9780077090029
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