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Title: Branding Across Borders: A Guide to Global Brand Marketing by James R. Gregory, Jack G. Wiechmann ISBN: 0-658-00945-1 Publisher: McGraw-Hill Trade Pub. Date: 09 November, 2001 Format: Hardcover Volumes: 1 List Price(USD): $34.95 |
Average Customer Rating: 3 (1 review)
Rating: 3
Summary: Corporate branding consultant promotes his view
Comment: Before buying this book it may help you to know that the writer is CEO of CoreBrand - Corporate Branding LLC, a smaller version of Roper Starch Worldwide, or Interbrand. As such it treads a thin line between general usefulness to the marketing manager and promotional material for CoreBrands own proprietary models such as their "brand power" ranking system. Although the book does not give away too many secrets about how CoreBrand's models actually work.
Whether the text will be of use to you depends largely on your needs. For a marketing manager the price of this book is a lot cheaper than a consultant's per diem. For an MSc or MBA in Marketing this book is not academically rigorous enough to be of much use to you. There are a wealth of academic texts that will give greater insight and hard case evidence into the pros and cons of globalizing brands. Author names to search under are Aaker, Keller, Usunier, Jeannet, Hollensen, Kashani among others.
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Title: Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market by Paul Temporal ISBN: 0471479101 Publisher: John Wiley & Sons Pub. Date: 10 August, 2001 List Price(USD): $21.95 |
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Title: Communicating Globally: An Integrated Marketing Approach by Don E. Schultz, Philip J. Kitchen ISBN: 0844225223 Publisher: McGraw-Hill/Contemporary Books Pub. Date: 15 April, 2000 List Price(USD): $39.95 |
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Title: Brand New Justice: The Upside of Global Branding by Simon Anholt ISBN: 0750656999 Publisher: Butterworth-Heinemann Pub. Date: February, 2003 List Price(USD): $34.99 |
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Title: Global Marketing and Advertising : Understanding Cultural Paradoxes by Marieke de Mooij ISBN: 0803959702 Publisher: Sage Publications Pub. Date: 01 July, 1997 List Price(USD): $43.95 |
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Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichell ISBN: 0670030767 Publisher: Viking Press Pub. Date: 28 February, 2002 List Price(USD): $24.95 |
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