haku: @author Aaker, D.A. / yhteensä: 4
viite: 1 / 4
« edellinen | seuraava »
| Tekijä: | Aaker, D.A. Joachimsthaler, E. |
| Otsikko: | The lure of global branding |
| Lehti: | Harvard Business Review
1999 : NOV/DEC, VOL. 77:6, p. 137-144 |
| Asiasana: | Markets Strategy Brands Globalization International Marketing |
| Kieli: | eng |
| Tiivistelmä: | Brand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow principles to meet that goal. Four common ideas about effective brand leadership are: 1. sharing insights and best practices, 2. supporting global brand planning, 3. assigning responsibility, and 4. delivering brilliance. |
« edellinen | seuraava »
SCIMA