Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

by Sicco Van Gelder

""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking."" -- placebrands.net

Genres: Business

272 pages, Paperback

First published November 1, 2005

Reviews

[Arij Awais]

A lot of theory which makes it more of a textbook to be taught in universities and not something what business managers are looking for.