Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.
By: Van Gelder, Sicco
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Material type: 
BookPublisher: London ; Sterling, VA : Kogan Page, 2003Description: xii, 260 p. : ill. ; 25 cm.ISBN: 0749442131; 9780749442132.Subject(s): Brand name products -- Planning | Branding (Marketing) | Brand name products -- Management | Export marketingDDC classification: 658.8 Online resources: Table of contents | Publisher description | Contributor biographical information | Item type | Current location | Call number | Status | Date due | Barcode |
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Eastern University Library General Stacks | 658.8 GEG 2004 (Browse shelf) | Available | 11665 | |
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Books
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Eastern University Library General Stacks | 658.8 GEG 2004 (Browse shelf) | Not For Loan | 11664 |
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| 658.8 FRP 2005 Protecting the brand / | 658.8 GAL 2009 The little black book of online business : | 658.8 GAL 2009 The little black book of online business : | 658.8 GEG 2004 Global brand strategy : | 658.8 GEG 2004 Global brand strategy : | 658.8 GRB 2006 The best damn sales book ever : | 658.8 GRM 2010 Marketing / |
Includes bibliographical references and index.
The global branding context -- The organization -- The brand expression marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand.
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