Global brand management : a guide to developing, building and managing an international brand

"In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition, yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. [This book] explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories, and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential"--Publisher marketing