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Clarifies for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. This book provides an analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value.
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"A triumph..the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." -- Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice
"A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development."
-- K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific
"As well as covering the intricacies of preparing for and launching a brand on the international arena, it puts the subject of branding in the wider context of a functioning organization." -- IET Engineering Management
"His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." -- Jack Yan, CEO, Jack Yan and Associates
“The author’s international experience and understanding of different cultures help to make this an impressive read.” -- Marketing
The first book to provide a rigorous framework for analysing a brands potential both locally and globally
Packed with models, techniques, global examples and cases
Author draws on his vast experience of working throughout Europe, Asia & America
Fully supported by the authors website
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Book Description Kogan Page Ltd, 2005. Paperback. Condition: Brand New. 260 pages. 9.25x6.25x1.25 inches. In Stock. Seller Inventory # zk074944469X
Book Description Kogan Page Business Books, 2005. Paperback. Condition: New. Seller Inventory # DADAX074944469X
Book Description Kogan Page Business Books, 2005. Condition: New. book. Seller Inventory # M074944469X