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Global Brand Management: A Guide to Developing, Building & Managing an International Brand by Ilan Geva, Laurence Minsky (Paperback, 2019)

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ISBN-13: 9780749483609, 978-0749483609.

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Product Information

In 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. Global 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. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

Product Identifiers

Publisher
Kogan Page LTD
ISBN-13
9780749483609
eBay Product ID (ePID)
3046640440

Product Key Features

Author
Ilan Geva, Laurence Minsky
Publication Name
Global Brand Management: a Guide to Developing, Building & Managing an International Brand
Format
Paperback
Language
English
Subject
Management, Advertising, Business
Publication Year
2019
Type
Textbook
Number of Pages
328 Pages

Dimensions

Item Height
240mm
Item Width
167mm
Item Weight
550g

Additional Product Features

Title_Author
Laurence Minsky, Ilan Geva
Country/Region of Manufacture
United Kingdom

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Global Brand Management: A Guide to Developing, Building & Managing an International Brand by Ilan Geva, Laurence Minsky (Paperback, 2019)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Textbooks

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Self Heal by Design : The Role of Micro-organisms for Health by Barbara O'Neill (2018, Trade Paperback)

Diagnostic and Statistical Manual of Mental Disorders DSM-5-TR by American Psychiatric Association (2022, Trade Paperback)

National Electrical Code 2023 by (NFPA) National Fire Protection Association (2022, Trade Paperback)

Cognitive Behavior Therapy : Basics and Beyond by Judith S. Beck (2020, Hardcover)

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Save on Textbooks

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