Global Brand Management – A Guide to Developing, Building & Managing an Interna…
Global Brand ManagementA Guide to Developing, Building & Managing an International Brand\nAuthor(s): Laurence Minsky, Ilan Geva\nFormat: Hardback\nPublisher: Kogan Page Ltd, United Kingdom\nImprint: Kogan Page Ltd\nISBN-13: 9781789660401, 978-1789660401\nSynopsis\nIn today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. \n\nGlobal Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. \n\nMeticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously.
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