The Reality of Global Brands

The Reality of Global Brands

by John R. Riesenberger


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This work covers all aspects of creating and managing brands within an international context, ranging from broad strategies worldwide to brand communication and promotion. Every chapter is backed up by researched and illustrated case studies of large organizations, such as Smirnoff and Sony.

Product Details

ISBN-13: 9780077090029
Publisher: McGraw-Hill Companies, The
Publication date: 11/01/1994
Series: Mcgraw-Hill Marketing for Professionals Series
Pages: 288

Table of Contents

Brands in a global context
identifying international market segments
brand research for international markets
international brand communications
managing the international brand portfolio
the pricing of international brands
global distribution
international corporate identity
organizational issues
international branding and the law.

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