Global Branding: Breakthroughs in Research and Practice, 1st Edition

  • Published By: Business Science Reference
  • ISBN-10: 1522592830
  • ISBN-13: 9781522592839
  • DDC: 658.8
  • 969 Pages | eBook
  • Original Copyright 2020 | Published/Released December 2019
  • This publication's content originally published in print form: 2020

  • Price:  Sign in for price



To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. This title provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.