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Global Brand Management: A Guide to Developing, Building & Managing an International Brand

Global Brand Management: A Guide to Developing, Building & Managing an International Brand (Hardback)

By Minsky, Laurence
By Geva, Ilan

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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 th...e 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.
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ISBN 9781789660401
Released NZ 15 Nov 2019
Publisher Kogan Page Ltd
Format Hardback
Alternate Format(s) View All (1 other possible title(s) available)
Indent title (internationally sourced), allow 8-12 weeks

Full details for this title

ISBN-13 9781789660401
Stock Available
Status Indent title (internationally sourced), allow 8-12 weeks
Publisher Kogan Page Ltd
Imprint Kogan Page Ltd
Released 15 Nov 2019
Publication Country United Kingdom United Kingdom
Format Hardback
 › 1 other possible formats available
Author(s) By Minsky, Laurence
By Geva, Ilan
Category Business Strategy
Sales & Marketing
Sales & Marketing Management
Number of Pages 328
Dimensions Width: 177mm
Height: 250mm
Spine: 29mm
Dewey Code 658.049
Weight 885g
Interest Age 19+ years
Reading Age 19+ years
Library of Congress International business enterprises - Management, Brand name products - Management, Brand name products - Case studies - Management
NBS Text Sales & Marketing
ONIX Text College/higher education;Professional and scholarly