Branding Across Borders: a Guide to Global Brand Marketing

Name: Branding Across Borders: a Guide to Global Brand Marketing
Price: 6.89 USD
Availability: InStock
ISBN: 9780658009457

ISBN-10: 0658009451

ISBN-13: 9780658009457

Edition: 2002

Authors: James R. Gregory, Jack G. Weichmann

List price: $34.95

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Offering key insights on developing a global branding strategy and featuring ample examples and brief case studies of global branding practices employed by many notable corporations, this book addresses how companies can overcome cultural differences.

Book details

List price: $34.95
Copyright year: 2002
Publisher: McGraw-Hill Companies, The
Binding: Hardcover
Pages: 320
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 1.298
Language: English

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Foreword
Acknowledgments
Introduction
Managing the Global Brand	p. 1
Ten Keys, Seven Steps, and Other Guides	p. 25
Bottom Line on Corporate Brand Investment	p. 49
Cultures, Values, and More	p. 67
Talent: The Real Global Challenge	p. 87
The Emerging Global Customer	p. 97
Communicating the Brand in an Interactive World	p. 121
Merging the Brands	p. 141
The Board and the Brand	p. 163
Brands in Decline, Protests, and Assorted Crises	p. 177
Digital Asset Management: Tool for Global Branding	p. 191
Focus on the Future	p. 199
Selected Reading List	p. 213
Notes	p. 215
Credits	p. 223
Index	p. 225
Table of Contents provided by Blackwell. All Rights Reserved.