Corporate cultures and global brands /

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This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Rothacher, Albrecht
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Singapore : World Scientific Pub., ©2004.
Temas:
Brand name products > Management > Congresses.
Branding (Marketing) > Congresses.
Corporate culture > Congresses.
Corporate image > Congresses.
Competition, International > Congresses.
Brand name products > Marketing > Congresses.
Produits de marque > Gestion > Congrès.
Produits de marque > Commercialisation > Congrès.
Culture organisationnelle > Congrès.
Concurrence internationale > Congrès.
Stratégie de marque > Congrès.
Entreprises > Image > Congrès.
BUSINESS & ECONOMICS > Advertising & Promotion.
Brand name products > Management
Branding (Marketing)
Competition, International
Corporate culture
Corporate image
Organisatiecultuur.
Merken.
Internationale ondernemingen.
Corporate identity.
Comparative business cultures
Global brands
Conference papers and proceedings
Acceso en línea:Texto completo
Descripción
Sumario:This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolida.
Notas:"All participants of the seminar on "Comparative Business Cultures" held at the Economics Department of the National University of Singapore during 2003 shared ... intellectual excitement and discovery of the most diverse corporate and marketing worlds which are captured in the contributions of this volume"--Acknowledgements
Descripción Física:1 online resource (viii, 269 pages)
Bibliografía:Includes bibliographical references.
ISBN:9789812563057
9812563059
9812388567
9789812388568

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