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| Tekijä: | Shalofsky, I. |
| Otsikko: | Research for global brands. |
| Lehti: | European Research
1987 : VOL. 15:2, p. 88-93 |
| Asiasana: | INTERNATIONAL MARKETING BRAND NAMES |
| Kieli: | eng |
| Tiivistelmä: | 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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