Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

van Gelder, Sicco

Published by Kogan Page Business Books
ISBN 10: 074944469X / ISBN 13: 9780749444693
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Synopsis: ""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking."" -- placebrands.net

About the Author: Sicco van Gelder is a global brand strategy consultant. He has held senior positions with agencies in Asia and Europe and has served public and private sector clients in North and South America, West and Eastern Europe and across the Asia-Pacific region. He is the author of Global Brand Strategy--Unlocking Brand Potential Across Countries, Cultures and Markets (2003, Kogan Page).

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Title: Global Brand Strategy: Unlocking Brand ...
Publisher: Kogan Page Business Books
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