search query: @author Shalofsky, I. / total: 3
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| Author: | Shalofsky, I. |
| Title: | Research for global brands. |
| Journal: | European Research
1987 : VOL. 15:2, p. 88-93 |
| Index terms: | INTERNATIONAL MARKETING BRAND NAMES |
| Language: | eng |
| Abstract: | An analysis of the various kinds of "global brand" that each require a specific approach by marketing and research, with the categorization of two global brands, producer quality and consumer quality, modifying the product, marketing or anti-marketing, why some global brands work, criteria, brand packaging, testing or not testing, the advertising question, the catch-22 situation, and the research problem, which the author argues gives rise to issues that are different in nature and scope. |
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