A rulebook and practical catalogue for global branding featuring distinguished proven successes and failures. It reveals that insiders' rules on semi-global brands are simple, and why marketing's biggest opportunities and risks turn on decisions which can seem to be minor.
- Limba : Engleza
- Cuprins : Prelude. Publisher's Acknowledgements. Global Framework. Local Action. Four Exemplary World Class Brands. Branded State Management. Uniting the World's Marketplaces. On Accountability and the Inheritance of Emotions. Probably the World's Six Best Added Value Communications. Just-In-Time Market Research. The Power of Analogies. The Branded Tree of Life. World Class Futures - Achievements and Renewal. On Ownership. Curtain Call. Appendix. Seleceted Reading List. Brand Index. General Index.
- Data Publicarii : 1991
- Editie : 1
- Format : Paperback
- Numar pagini : 196
- ISBN : 9780201544077
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