CORPORATE CULTURES AND GLOBAL BRANDS

CORPORATE CULTURES AND GLOBAL BRANDS

Tekijä: Rothacher Albrecht
Kustantaja: World Scientific Publishing Company
Julkaisuvuosi: 2004
ISBN: 9789812388568

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Maksa Klarnalla
14 päivän palautusoikeus
“This book is required reading for practitioners and students of global branding. It gives informed and valuable insights into culture-specific elements in the international business arena. The editor brings these insights to bear admirably in this remarkable collection of essays on products and services that achieved a global reach.”
Dr Tom Hardiman
Chairman, IBM International Treasury Services Company
Fellow of the Irish Management Institute and of the Marketing Institute of Ireland

“A remarkable study with valuable contributions which explore the decisive soft factors of international mergers. Economic cooperation between Europe and Asia urgently requires this expert input.”
Professor Helmut Haussmann
Vice Chairman, Cap Gemini Ernst & Young GmbH
Former Federal Minister of Economics, Germany

“‘Corporate Cultures and Global Brands’ offers a thoughtful glimpse into the very soul of every successful product — the brand.”
Michael Laczynski
International Economics Editor
Wirtschaftsblatt

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