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Contemporary thinking, topics and trends in international branding, part 1 /
International branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/l...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bradford :
Emerald Group Press,
©2007.
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| Colección: | International marketing review ;
v. 24, no. 3. |
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | International branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/localization debate. The articles that comprise the e-book seek a more comprehensive understanding of the dimensions of international branding and of its related paradigms. The international focus and affiliations of the academics contributing to this compendium add to the interesting diversity inher. |
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| Descripción Física: | 1 online resource (130 pages) |
| Bibliografía: | Includes bibliographical references. |
| ISBN: | 9781846634994 1846634997 |
| ISSN: | 0265-1335 ; |