Global Branding: An International Introduction

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9780415599634: Global Branding: An International Introduction
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The practice of increasing a products perceived value to the customer - known as brand management - has grown out of all proportion to its original foundations, leading some to use the term "obsessive branding disorder" in recent years. Most introductions to brand management concentrate on how marketing managers can "do" branding in practise, this much needed textbook brings a more scholarly perspective to proceedings.

Ming Lim critically introduces the subject of Global Branding by comparing and contrasting examples from emerging economies as well as the Western world. The textbook is enhanced by taking in perspectives from outside the world of mainstream marketing - with sociological, cultural and political viewpoints addressed comprehensively.

This innovative textbook slam dunks in as the most appropriate reading for any class on global branding. It should also form essential reading for a range of class from international marketing, through brand management, international business and critical marketing.

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About the Author:

Ming Lim is Lecturer in Critical Marketing at the University of Leicester, UK

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Other Popular Editions of the Same Title

9780415599641: Global Branding: An International Introduction

Featured Edition

ISBN 10:  0415599644 ISBN 13:  9780415599641
Publisher: Routledge, 2019