Globalization, Culture and Branding (Innbundet)

How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization

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Forfatter:
Innbinding: Innbundet
Utgivelsesår: 2013
Antall sider: 193
Forlag: Palgrave Macmillan
Språk: Engelsk
ISBN/EAN: 9781137333315
Kategori: Økonomi og ledelse
Omtale: Globalization, Culture and Branding
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.

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