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Global Branding and Country of Origin
Language: en
Pages: 156
Authors: Gaetano Aiello
Categories: Business & Economics
Type: BOOK - Published: 2016-04-14 - Publisher: Routledge

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Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environ
Global Branding and Country of Origin
Language: en
Pages: 133
Authors: Gaetano Aiello
Categories: Business & Economics
Type: BOOK - Published: 2016-04-14 - Publisher: Routledge

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Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environ
Brand New Justice
Language: en
Pages: 185
Authors: Simon Anholt
Categories: Business & Economics
Type: BOOK - Published: 2006-08-11 - Publisher: Routledge

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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
International Marketing and the Country of Origin Effect
Language: en
Pages: 225
Authors: G. Bertoli
Categories: Business & Economics
Type: BOOK - Published: 2013-01-01 - Publisher: Edward Elgar Publishing

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'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book hel
Global Brand Strategy
Language: en
Pages: 331
Authors: Jan-Benedict Steenkamp
Categories: Business & Economics
Type: BOOK - Published: 2017-01-03 - Publisher: Springer

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Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d