Global Brand Management di Pascal Bühler edito da VDM Verlag Dr. Müller e.K.
Alta reperibilità

Global Brand Management

How to manage brands across different cultures

EAN:

9783639055726

ISBN:

3639055721

Pagine:
92
Formato:
Paperback
Lingua:
Tedesco
Acquistabile con o la

Descrizione Global Brand Management

THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON BRAND MANAGERS'' UNDERSTANDING OF CULTURAL CONTEXT AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT SYSTEM.Brands can no longer be treated as static constructs created by marketers. Instead, brands need to be understood as evolving systems that interact with their surroundings. As much as by their original creators, brands are shaped by their stakeholders and other influencing factors - in short, by context. With the rise of global trade, more and more brands are introduced to new cultural contexts. These new cultural settings have to be thoroughly analyzed and taken into account when managing brands globally. This book offers a framework model to examine and manage brands in different cultural settings.

Spedizione gratuita
€ 52.14
o 3 rate da € 17.38 senza interessi con
Disponibile in 10-12 giorni
servizio Prenota Ritiri su libro Global Brand Management
Prenota e ritira
Scegli il punto di consegna e ritira quando vuoi

Recensioni degli utenti

e condividi la tua opinione con gli altri utenti