Global brand strategy: world-wise marketing in the age of branding
Auteur :
Steenkamp, Jan-Benedict
Éditeur :
Palgrave Macmillan
ISBN :
9781349956999
Date de publication :
12 juil. 2018
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.