Global brand strategy: unlocking brand potential across countries, cultures & markets
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
2003
Sterling, VA : Kogan Page |
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XII, 260 S. graph. Darst. |
| ISBN: | 0749440236 |
Internformat
MARC
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| 245 | 1 | 0 | |a Global brand strategy |b unlocking brand potential across countries, cultures & markets |c Sicco Van Gelder |
| 264 | 1 | |a London |c 2003 | |
| 264 | 1 | |a Sterling, VA : Kogan Page | |
| 300 | |a XII, 260 S. |b graph. Darst. | ||
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| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Brand name products |x Management | |
| 650 | 4 | |a Brand name products |x Planning | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Export marketing | |
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Datensatz im Suchindex
| _version_ | 1804132762631798784 |
|---|---|
| adam_text | Contents
Preface v
Acknowledgements xi
Introduction 1
Part I The internal analysis
1 The organization 15
Introduction 15; Business strategy 16; Internal conventions 22;
The internal legacy of the brand 24; The global brand
organization 26; The organization and the brand expression 27
2 The brand expression 29
Introduction 29; The brand expression defined 30;
Brand positioning 30; Brand identity 35; Brand personality 41
3 Marketing mix and implementation 44
The role of marketing 44; The marketing mix 45;
Marketing implementation 59
Part II The external analysis
4 Local conventions 69
Introduction 69; Category conventions 70;
Needs conventions 76; Cultural conventions 82
|
| any_adam_object | 1 |
| author | Van Gelder, Sarah |
| author_GND | (DE-588)1053130295 |
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| author_variant | g s v gs gsv |
| building | Verbundindex |
| bvnumber | BV019339309 |
| callnumber-first | H - Social Science |
| callnumber-label | HD69 |
| callnumber-raw | HD69.B7 |
| callnumber-search | HD69.B7 |
| callnumber-sort | HD 269 B7 |
| callnumber-subject | HD - Industries, Land Use, Labor |
| ctrlnum | (OCoLC)52706624 (DE-599)BVBBV019339309 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| isbn | 0749440236 |
| language | English |
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| spelling | Van Gelder, Sarah Verfasser (DE-588)1053130295 aut Global brand strategy unlocking brand potential across countries, cultures & markets Sicco Van Gelder London 2003 Sterling, VA : Kogan Page XII, 260 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Brand name products Management Brand name products Planning Branding (Marketing) Export marketing Welthandel (DE-588)4065365-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Exportmarketing (DE-588)4153393-8 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Internationales Marketing (DE-588)4125431-4 s DE-188 Markenartikel (DE-588)4037584-5 s Exportmarketing (DE-588)4153393-8 s Welthandel (DE-588)4065365-1 s 1\p DE-604 2\p DE-604 http://www.loc.gov/catdir/toc/ecip046/2003016216.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012803937&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Van Gelder, Sarah Global brand strategy unlocking brand potential across countries, cultures & markets Brand name products Management Brand name products Planning Branding (Marketing) Export marketing Welthandel (DE-588)4065365-1 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd Exportmarketing (DE-588)4153393-8 gnd Internationales Marketing (DE-588)4125431-4 gnd |
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| title | Global brand strategy unlocking brand potential across countries, cultures & markets |
| title_auth | Global brand strategy unlocking brand potential across countries, cultures & markets |
| title_exact_search | Global brand strategy unlocking brand potential across countries, cultures & markets |
| title_full | Global brand strategy unlocking brand potential across countries, cultures & markets Sicco Van Gelder |
| title_fullStr | Global brand strategy unlocking brand potential across countries, cultures & markets Sicco Van Gelder |
| title_full_unstemmed | Global brand strategy unlocking brand potential across countries, cultures & markets Sicco Van Gelder |
| title_short | Global brand strategy |
| title_sort | global brand strategy unlocking brand potential across countries cultures markets |
| title_sub | unlocking brand potential across countries, cultures & markets |
| topic | Brand name products Management Brand name products Planning Branding (Marketing) Export marketing Welthandel (DE-588)4065365-1 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd Exportmarketing (DE-588)4153393-8 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Brand name products Management Brand name products Planning Branding (Marketing) Export marketing Welthandel Markenpolitik Markenartikel Exportmarketing Internationales Marketing |
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