Global Branding: An International Introduction

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The practice of increasing a products perceived value to the customer - known as brand management - has grown out of all proportion to its original foundations, leading some to use the term "obsessive branding disorder" in recent years. Most introductions to brand management concentrate on how marketing managers can "do" branding in practise, this much needed textbook brings a more scholarly perspective to proceedings. Ming Lim critically introduces...

Format:Paperback

Language:English

ISBN:0415599644

ISBN13:9780415599641

Release Date:December 2023

Publisher:Routledge

Length:312 Pages

Dimensions:6.1" x 9.2"

Related Subjects

Business Business & Investing Economics

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Global Branding: An International Introduction

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