Global Brand Management: A Guide to Developing, Building & Managing an International Brand, Hardcover/Laurence Minsky - Kogan Page

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In today\'s hyper-connected world, any Brand with a website or digital presence is \'global\' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an International brand.
In an era when many Brand managers will find themselves working for large multinationals operating across varied territories, categories and consume.
Global Brand Management explores the increasingly universal scope of Brand management.
In today\'s hyper-connected world, any Brand with a website or digital presence is \'global\' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an International brand