GLOBAL BRANDING - The global brand at a crossroads - Do global brands connect with local consumers? New research shows how brands differ and need different strategies to make contact effectively.
Year of publication: |
2003
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Authors: | Baker, Malcolm ; Sterenberg, Greet |
Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - Vol. 38.2003, 4, p. 33-36
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