{"product_id":"global-brand-management-laurence-minsky-9780749483609","title":"Global Brand Management: A Guide to Developing, Building \u0026 Managing an International Brand","description":"\u003cp\u003e\u003cb\u003eIn 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.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003e\u003ci\u003eGlobal Brand Management\u003c\/i\u003e\u003c\/b\u003e 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. \u003cp\u003e\u003c\/p\u003eMeticulously researched, \u003cb\u003e\u003ci\u003eGlobal Brand Management\u003c\/i\u003e \u003c\/b\u003eshows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, \u003cb\u003e\u003ci\u003eGlobal Brand Management\u003c\/i\u003e\u003c\/b\u003e is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Laurence Minsky, Ilan Geva\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0749483601\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780749483609\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 11\/26\/2019\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 328\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.15lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.61h x 6.69w x 0.89d","brand":"Laurence Minsky","offers":[{"title":"Paperback","offer_id":44045180829951,"sku":"9780749483609","price":59.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_a23f0edd-3441-4e58-9a7f-d0f034f3a860.jpg?v=1684977215","url":"https:\/\/www.whiterainbookhouse.com\/products\/global-brand-management-laurence-minsky-9780749483609","provider":"WR Book House","version":"1.0","type":"link"}