Intro -- Contents -- ‎General Series Editor's Preface -- ‎Acknowledgements -- ‎List of Illustrations -- ‎Figures -- ‎Colour Plates -- ‎Tables -- ‎Guide to the Text -- ‎Chemical Symbols -- ‎Units of Measure -- ‎Equivalence of Units of Measure -- ‎Monetary Units --...

The term “global brand” has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the “Best Global Brands” (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or...