Standardization vs globalization: a new perspective of brand strategies
Year of publication: |
1998
|
---|---|
Authors: | Medina, José F. ; Duffy, Mike F. |
Published in: |
Journal of Product & Brand Management. - MCB UP Ltd, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 7.1998, 3, p. 223-243
|
Publisher: |
MCB UP Ltd |
Subject: | Brands | Globalization | Marketing strategy | Marketing theory | Product management | Standardization |
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