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Global Branding and Country of Origin
- Creativity and Passion
Engelsk
Bogcover for Global Branding and Country of Origin af , 9781138801615
Specifikationer
Sprog:
Engelsk
Sider:
132
ISBN-13:
9781138801615
Indbinding:
Hardback
ISBN-10:
1138801615
Udg. Dato:
8 okt 2014
Størrelse i cm:
25,2 x 17,7 x 1,4
Oplagsdato:
8 okt 2014

Global Branding and Country of Origin

- Creativity and Passion
Engelsk
Hardback 2014
Format:

Bog beskrivelse

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field.

This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.

This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

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Specifikationer
Sprog:
Engelsk
Sider:
132
ISBN-13:
9781138801615
Indbinding:
Hardback
ISBN-10:
1138801615
Udg. Dato:
8 okt 2014
Størrelse i cm:
25,2 x 17,7 x 1,4
Oplagsdato:
8 okt 2014
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