The Reality of Global Brands: Cases and Strategies for Successful Management of International Brands (McGraw-Hill Marketing for Professionals Series). This item is unavailable.
Language: English
Published by McGraw-Hill, 1996
- Softcover
- Used
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- Title
- The Reality of Global Brands: Cases and Strategies for Successful Management of International Brands (McGraw-Hill Marketing for Professionals Series)
- Author
- Hankinson, Graham
- Publisher
- McGraw-Hill
- Publication year
- 1996
- Condition
- Good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0077090020
- ISBN 13
- 9780077090029
The Reality of Global Brands by well-known authors Graham Hankinson and Phillippa Cowking examines the dilemmas of branding in a world-wide context building on the systematic approach developed in their best-selling book, Branding in Action.
The authors cover all aspects of creating and managing brands, providing you with a comprehensive framework that encompasses the issues and problems that you will need to address in an international context, such as branding alternatives in global markets, issues for segmentation and brand research, communicating brand and corporate identities, managing the mix, and organizational and legal issues.
Every chapter is supported by thoroughly researched and illustrated case studies of powerful, well-known brands such as Smirnoff, Cathay Pacific, Sony, LEGO, Land Rover Discovery, British Airways and many others.
Ideal for both practitioner and student, The Reality of Global Brands cuts through the complexities of international marketing and presents you with clear and alternative strategies for profitable action.
The authors cover all aspects of creating and managing brands, providing you with a comprehensive framework that encompasses the issues and problems that you will need to address in an international context, such as branding alternatives in global markets, issues for segmentation and brand research, communicating brand and corporate identities, managing the mix, and organizational and legal issues.
Every chapter is supported by thoroughly researched and illustrated case studies of powerful, well-known brands such as Smirnoff, Cathay Pacific, Sony, LEGO, Land Rover Discovery, British Airways and many others.
Ideal for both practitioner and student, The Reality of Global Brands cuts through the complexities of international marketing and presents you with clear and alternative strategies for profitable action.
"Synopsis" may belong to another edition of this title.
About the Author
Graham Hankinson is Professor of Management Studies and Head of the Management School at Thames Valley University.
"About the title" may belong to another edition of this title.