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Global Brand Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Bhler, Pascal 作者

译者

出版日期

92 页数

$ 72.32 价格

丛书系列

9783639055726 图书编码

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发表于2024-09-20

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Global Brand Management 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON BRAND MANAGERS' UNDERSTANDING OF CULTURAL CONTEXT AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT SYSTEM. Brands can no longer be treated as static constructs created by marketers. Instead, brands need to be understood as evolving systems that interact with their surroundings. As much as by their original creators, brands are shaped by their stakeholders and other influencing factors - in short, by context. With the rise of global trade, more and more brands are introduced to new cultural contexts. These new cultural settings have to be thoroughly analyzed and taken into account when managing brands globally. This book offers a framework model to examine and manage brands in different cultural settings.

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