Managing the global brand : a typology of consumer perceptions
Douglas B. Holt; John A. Quelch; Earl L. Taylor
| Year of publication: |
2004
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|---|---|
| Authors: | Holt, Douglas B. ; Quelch, John A. ; Taylor, Earl L. |
| Published in: |
The global market : developing a strategy to manage across borders. - San Francisco, Calif. : Jossey-Bass, ISBN 0-7879-6857-9. - 2004, p. 180-201
|
| Subject: | Markenführung | Brand management | Globalisierung | Globalization | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10002120162