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Found 1 from your keywords: author=Torelli, Carlos J.
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Globalization, culture and branding : how to leverage cultural equity for bui…
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Torelli, Carlos J.

With globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diver…

Edition
-
ISBN/ISSN
9781137331953
Collation
xi, 181 pages : illustrations ; 22 cm
Series Title
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Call Number
658.827 TOR g