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
Tabla de Contenidos:
  • Corporate identities and successful branding
  • Mars Inc.: more than candies and cat food
  • The bitter sweet chocolates of Sprungli-Lindt
  • Kikkoman: far travelled sauces
  • Who loves McDonald's?
  • For God, America and the real thing: the Coke story
  • Zubrowka Bison Vodka: the high is the limit
  • Ikea: the smaland way goes global
  • The rise and fall of the Seibu-Saison Empire
  • United, the Benetton way
  • Nike just did it
  • Nokia: connecting people through a disconnected past
  • Sony: made by Morita
  • Sir Richard Branson's Virgins
  • Toyota: the reluctant multinational
  • Fiat: the Festa is over
  • Corporate mergers, merged brands in trouble: DaimlerChrysler and BMW-Rover
  • The Lego Universe of building blocks
  • The magic of Disney.

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