| 摘要註: |
"In today's hyper-connected world, any brand with a website or digitalpresence is 'global' by its very definition, yet in practice it takes anenormous amount of strategic planning and adaptability to successfullymanage an international brand. [This book] explores the increasinglyuniversal scope of brand management. In an era when many brand managers willfind themselves working for large multinationals operating across variedterritories, categories, and consumer groups, developing an understanding ofboth the opportunities and risks of multinational brands is trulyessential"--Publisher marketing. |