Gregory, James R. Primary Author mixed material bibliography Chicago McGraw-Hill 2002 en English

Printed Material

xxiv, 232p. : notes, index ; 24 cm Written by one of today's leading authorities on global branding. Establishing and managing a global brand­­is made more challenging by the cultural, political, and economic differences that exist among the world's consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace. Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for: A 10-step strategy for communicating a brand in an interactive world Examples of successful global branding as practiced by today’s leading international marketers Key insights from the Corporate Branding IndexTM­­an annual survey designed to spotlight vital branding practices and statistics Table of Content: 1 Managing the Global Brand 2 Ten Keys, Seven Steps, and Other Guides 3 Bottom Line on Corporate Brand Investment 4 Cultures, Values, and More 5 Talent: The Real Global Challenge 6 The Emerging Global Customer 7 Communicating the Brand in an Interactive World 8 Merging the Brands 9 The Board and the Brand 10 Brands in Decline, Protests, and Assorted Crises 11 Digital Asset Management: Tool for Global Branding 12 Focus on the Future - Selected Reading List - Notes - Credits Index (c) amazon.com Marketing BH/MJD 0658009451 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BH/MJD Gre 32116 General (General) BH/MJD Gre 29979 2005-08-20 00:00:00 2025-12-15 09:12:31 machine generated