000			01557cam a22003254a 4500
001			1539
003			BD-DhEU
005			20120808115531.0
008			030718s2004 enka b 001 0 eng
020			_a0749442131
020			_a9780749442132
040			_aDLC _cDLC _dDLC _dBD-DhEU
041			_aeng
082	0	0	_a658.8 _223 _bGEG 2004
100	1		_aVan Gelder, Sicco, _d1964- _93979
245	1	0	_aGlobal brand strategy : _bunlocking brand potential across countries, cultures & markets / _cSicco Van Gelder.
260			_aLondon ; _aSterling, VA : Kogan Page, _c2003.
300			_axii, 260 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
505	0		_aThe 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.
590			_aMMI
650		0	_aBrand name products _xPlanning. _93980
650		0	_aBranding (Marketing) _92183
650		0	_aBrand name products _xManagement. _93981
650		0	_aExport marketing. _92088
856	4	1	_3Table of contents _uhttp://www.loc.gov/catdir/toc/ecip046/2003016216.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0715/2003016216-d.html
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0912/2003016216-b.html
942			_2ddc _cBK
999			_c1456 _d1456