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Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets
 
 
Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets (Hardcover)
by Sicco Van Gelder (Author)
5.0 out of 5 stars  (2 customer reviews)

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14 used & new available from £13.30
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Paperback (New Ed) £16.99 £16.99 34 used & new from £5.25
 
   

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Product details
  • Hardcover: 260 pages
  • Publisher: Kogan Page Ltd (5 Sep 2003)
  • Language English
  • ISBN-10: 0749440236
  • ISBN-13: 978-0749440237
  • Product Dimensions: 24.6 x 15.5 x 2.4 cm
  • Average Customer Review: 5.0 out of 5 stars  (2 customer reviews)
  • Amazon.co.uk Sales Rank: 252,748 in Books (See Bestsellers in Books)

    Popular in these categories:

    #22 in  Books > Business, Finance & Law > Sales & Marketing > International
    #73 in  Books > Business, Finance & Law > Sales & Marketing > Research

    (Publishers and authors: Improve Your Sales)
  • Other Editions: Paperback (New Ed) |  All Editions


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Product Description
—Journal of Product and Brand Management, 2005
"Both an eye-opener and a valuable source of competent advice."

Book Description

Going global with a brand is one of the key issues facing brand managers today. In Global Brand Strategy Sicco van Gelder tackles this issue head-on, showing how both global and local brand management need to agree a common basis for their brand strategy and planning. He has created a unique framework – the Global Brand Proposition Model – which enables managers to analyse their brand’s sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies. The model, which combines the strategic planning cycle with the brand environment, provides a powerful and practical tool that can be applied both globally and locally. Filled with real-life global examples and case studies, this book is relevant 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.

--This text refers to the Paperback edition.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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