Branding In The Global Economy
DOWNLOAD
Download Branding In The Global Economy PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Branding In The Global Economy book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Brands
DOWNLOAD
Author : Celia Lury
language : en
Publisher: Theatre Arts Books
Release Date : 2004
Brands written by Celia Lury and has been published by Theatre Arts Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This is a wide ranging survey of the cultural processes of branding.
Branding In The Global Economy
DOWNLOAD
Author :
language : en
Publisher:
Release Date : 2013
Branding In The Global Economy written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Intellectual property categories.
The Global Market
DOWNLOAD
Author : John A. Quelch
language : en
Publisher: John Wiley & Sons
Release Date : 2004-05-18
The Global Market written by John A. Quelch and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-18 with Business & Economics categories.
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.
Brands
DOWNLOAD
Author : Celia Lury
language : en
Publisher: Routledge
Release Date : 2004-08-12
Brands written by Celia Lury and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-08-12 with Business & Economics categories.
Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This book offers a detailed and innovative analysis of the brand Illustrated with many examples, the book argues that brands: * mediate the supply and demand of products and services in a global economy * frame the activities of the market by functioning as an interface * communicate interactively, selectively promoting and inhibiting communication between producers and consumers * operate as a public currency while being legally protected as private property in law * introduce sensation, qualities and affect into the quantitative calculations of the market * organize the logics of global flows of products, people, images and events. This book will be essential reading for students of sociology, cultural studies and consumption.
Global Place Branding Campaigns Across Cities Regions And Nations
DOWNLOAD
Author : Bayraktar, Ahmet
language : en
Publisher: IGI Global
Release Date : 2016-07-22
Global Place Branding Campaigns Across Cities Regions And Nations written by Bayraktar, Ahmet and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-07-22 with Business & Economics categories.
Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, natural beauty, and local culture or heritage, many regions have been able to increase their revenue and international appeal by attracting tourists and investments. Global Place Branding Campaigns across Cities, Regions, and Nations provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration. Featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the world, this book is ideally suited for professionals, researchers, policy makers, practitioners, and students.
Brand New Justice
DOWNLOAD
Author : Simon Anholt
language : en
Publisher: Routledge
Release Date : 2006-08-11
Brand New Justice written by Simon Anholt and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-08-11 with Business & Economics categories.
Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
Brands Geographical Origin And The Global Economy
DOWNLOAD
Author : David M. Higgins
language : en
Publisher:
Release Date : 2018-05-26
Brands Geographical Origin And The Global Economy written by David M. Higgins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-26 with Business & Economics categories.
An interdisciplinary history of the campaign to secure international protection of indications of geographic origin, including 'Made in ...' slogans. It will appeal to students of business and economic history, geography, legal history and marketing.
Global Brand Strategy
DOWNLOAD
Author : Sicco Van Gelder
language : en
Publisher: Kogan Page Publishers
Release Date : 2005
Global Brand Strategy written by Sicco Van Gelder and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.
International Marketing
DOWNLOAD
Author : Christopher L. Myers
language : en
Publisher:
Release Date : 2023-07
International Marketing written by Christopher L. Myers and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07 with Business & Economics categories.
International Marketing: Winning in the New Global Economy introduces students to scholarship and insight that are critical for the success of modern international marketers and business professionals. The opening chapter examines the current state of the global economy taking into account the political, societal, and economic changes that have impacted individuals, businesses, and the ways in which we work. Additional chapters explore historical events and issues that have shaped the global economy in the new millennium, contemporary trade theories, and the effects of social frustration and political unrest on international marketing. Students learn about trade credit financing instruments, supply chain logistics and management, international marketing research, personal and cultural factors in global business, and global branding and marketing. The closing chapters survey key international organizations and what it takes to win in today's global economy. The second edition features new topical discussions on the digital disruption of industry, artificial intelligence, and perspectives on global governance. International Marketing is an ideal textbook for courses in global business, marketing, and leadership.
Marketing Communications And Brand Development In Emerging Economies Volume I
DOWNLOAD
Author : Ogechi Adeola
language : en
Publisher: Springer Nature
Release Date : 2022-05-04
Marketing Communications And Brand Development In Emerging Economies Volume I written by Ogechi Adeola and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-04 with Business & Economics categories.
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.