Executive Insights: Integrating Branding Strategy across Markets: Building International Brand Architecture
نویسندگان
چکیده
منابع مشابه
Integrating Branding Strategy Across Markets: Building International Brand Architecture
Submitted August 1999 Revised February 2001 © Journal of International Marketing Vol. 9, No. 2, 2001, pp. 97–114 ISSN 1069-031X Susan P. Douglas, C. Samuel Craig, and Edwin J. Nijssen line basis, without considering the overall balance or coherence of branding in international markets from a strategic perspective. However, as international markets evolve and become more closely interlinked, fir...
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ژورنال
عنوان ژورنال: Journal of International Marketing
سال: 2001
ISSN: 1069-031X,1547-7215
DOI: 10.1509/jimk.9.2.97.19882