This article seeks to show that brands and branding are as old as known civilisation. We derive evidence of branding, in various forms, from historical periods beginning 2250 BC in the Indus Valley, through to 300 BC in Greece. This evidence is compared with modern research directed toward...

chapter 1 Modern Theory and Ancient Practice: Is Globalization New? -- chapter 2 The Temple-Palace Conglomerate: Trade and Enterprise 3500–2000 BCE -- chapter 3 The Golden Age of Temple Capitalism: Mesopotamia and India 2250–2000 BCE -- chapter 4 Assyria and Babylon: Previewing the...

What is management? -- Marketing as a corporate function -- Segmentation, targeting, and positioning -- Online marketing -- Product and placement -- Price -- Promotion -- People -- Market research -- Global marketing.