Corvinus
Corvinus

Global brands: Taking stock

Quelch, John A. (1999) Global brands: Taking stock. Vezetéstudomány - Management and Business Journal, 30 (7-8). pp. 98-110.

[img]
Preview
PDF - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
9MB

Abstract

Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: why global brands m atter more now than in the past; what distinguishes them from national brands; and the main building blocks for a global brand. He then moves on to some of the key problems which face managers of international brands today: the new Euro-zone, insta bility in emerging m arkets, the problem of diversion, and management of global relationships with advertising agents and m arket researchers. He concludes with a discussion of the issues involved in deciding whether brands should be taken global.

Item Type:Article
Uncontrolled Keywords:globalizáció, marketing, márka, nemzetközi vállalat, piaci részesedés, piaci verseny
Subjects:Marketing
International economics
ID Code:5143
Deposited By: Beáta Vasvár
Deposited On:24 Mar 2020 13:49
Last Modified:24 Mar 2020 13:49

Repository Staff Only: item control page