| Description |
xii, 335 pages : illustrations ; 24 cm |
| Contents |
Introduction and overview -- Choosing consumer segments and expanding internationally -- Strategic competency building -- International expansion through acquisitions -- Brand-building strategies and road map -- Building brand awareness on limited budgets -- Building perceptions of high quality, leadership,and trust -- Global brand associations and architecture -- Managing a global or regional brand -- Key takeaways |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Branding (Marketing)
|
|
Strategic planning.
|
| Author |
Batra, Rajeev.
|
|
Ozsomer, Aysegul.
|
| LC no. |
2012015325 |
| ISBN |
9780071782890 hardback |
|
0071782893 hardback |
|
9780071782906 e-ISBN |
|
0071782907 e-ISBN |
|
