| 청구기호 |
HD69.B7 .V357 2003 |
| 형태사항 |
xii, 260 p. : ill. ; 25 cm.
|
| 언어 |
English |
| 서지주기 |
Includes bibliographical references and index.
|
| 내용 |
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.
|
| 주제 |
Brand name products --Planning.
Brand name products --Marketing.
Brand name products --Management.
Export marketing.
|
| LCCN |
2003016216
|
| ISBN |
0749440236
|
