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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 |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bradford :
Emerald Group Press,
©2007.
|
| Colección: | International marketing review ;
v. 24, no. 3. |
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 245 | 0 | 0 | |a Contemporary thinking, topics and trends in international branding, part 1 / |c guest editors T.C. Melewar and Joseann Small. |
| 260 | |a Bradford : |b Emerald Group Press, |c ©2007. | ||
| 300 | |a 1 online resource (130 pages) | ||
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| 490 | 1 | |a International marketing review, |x 0265-1335 ; |v v. 24, no. 3 | |
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references. | ||
| 505 | 0 | |a Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Understanding international branding: defining the domain and reviewing the literature; Global branding, country of origin and expertise; An investigation of global versus local online branding; Global brand communities across borders: the Warhammer case; How cultural differences in uncertainty avoidance affect product perceptions; Revitalising suffering multinational brands: an empirical study; List of reviewers | |
| 520 | |a 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. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Export marketing. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Export marketing |2 fast | |
| 700 | 1 | |a Melewar, T. C. | |
| 700 | 1 | |a Small, Joseann. | |
| 758 | |i has work: |a Contemporary thinking, topics and trends in international branding, part 1 (Text) |1 https://id.oclc.org/worldcat/entity/E39PCG8fhv839Q4RRXCDC7y68C |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 830 | 0 | |a International marketing review ; |v v. 24, no. 3. | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=306211 |z Texto completo |
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