International Branding
Contemporary thinking, topics and trends in international brandi
International branding, as an area of research in international marketing, needs a domain and an impetus of its own.
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Contemporary thinking, Topics and Trends in International Brandi
This e-book forms the second part of two special issues guest edited by TC Melewar and Joseann Small. The editors have attempted to carve out a domain for international branding as a separate area of study in international marketing.
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The Mirage of Global Markets
Why markets are becoming more local, not more global The real reasons international companies struggle away from home An intelligent framework for assessing and entering foreign markets How to localize the decisions that matter most--cost-effectively Organization, distribution, a
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Communicating Globally
How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages 'travel'?
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ISO/IEC 20000
ISO/IEC 20000 is the corporate standard for achieving quality within IT Service Management.
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