Contemporary thinking, topics and trends in international branding, part 1

Contemporary thinking, topics and trends in international branding, part 1 / guest editors T.C. Melewar and Joseann Small.

International branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/l...

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Bibliographic Details
Other Authors: Melewar, T. C., Small, Joseann
Format: eBook
Language:English
Published: Bradford : Emerald Group Press, ©2007.
Series:International marketing review ; v. 24, no. 3.
Subjects:
Export marketing.
Branding (Marketing)
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
Export marketing
Online Access:Click for online access
Description
Summary:International branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/localization debate. The articles that comprise the e-book seek a more comprehensive understanding of the dimensions of international branding and of its related paradigms. The international focus and affiliations of the academics contributing to this compendium add to the interesting diversity inher.
Physical Description:1 online resource (130 pages)
Bibliography:Includes bibliographical references.
ISBN:9781846634994
1846634997
ISSN:0265-1335 ;
Source of Description, Etc. Note:Print version record.

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