Corporate cultures and global brands
Éditeur :
World Scientific Publishing Co Pte Ltd
ISBN :
9789812388568
Date de publication :
26 oct. 2004
Langue :
Anglais
Pays d'origine :
Singapour
Covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies.