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Global Branding: An International Introduction

Global Branding: An International Introduction

Autorzy
Wydawnictwo Taylor & Francis Ltd
Data wydania 2021
Liczba stron 312
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Literatura popularna
Język angielski
ISBN 9780415599641
Kategorie Sprzedaż i marketing
223.65 PLN (z VAT)
$50.31 / €47.95 / £41.63 /
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Opis książki

The practice of increasing a products perceived value to the customer - known as brand management - has grown out of all proportion to its original foundations, leading some to use the term "obsessive branding disorder" in recent years. Most introductions to brand management concentrate on how marketing managers can "do" branding in practise, this much needed textbook brings a more scholarly perspective to proceedings.


Ming Lim critically introduces the subject of Global Branding by comparing and contrasting examples from emerging economies as well as the Western world. The textbook is enhanced by taking in perspectives from outside the world of mainstream marketing - with sociological, cultural and political viewpoints addressed comprehensively.


This innovative textbook slam dunks in as the most appropriate reading for any class on global branding. It should also form essential reading for a range of class from international marketing, through brand management, international business and critical marketing.

Global Branding: An International Introduction

Spis treści

1. Why Global Branding? Critical Perspectives 2. The Emergence of Global Branding 3. Historical and Cultural Contexts 4. Theories and Methods 5. Comparative Perspectives on Global Brands 6. Key Paradigms and Concepts 7. Questions of Globalisation 8. Questions on Ethics 9. Current Debates: Whose side are you/we on? 10. Worlds of Branding: Developed or Developing Brands? 11. Emerging Markets 12. The 'Asian' Brand: China, India, Japan, Korea 13. African Branding and Postcolonialism 14. Islamic Branding 15. Future Agendas and Research

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