2015 | OriginalPaper | Buchkapitel
Developing and Managing an International Brand Portfolio
verfasst von : Susan P. Douglas, C. Samuel Craig
Erschienen in: Global Perspectives in Marketing for the 21st Century
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With the globalization of markets, attention to international branding strategies becomes an increasingly important issue. Firms must decide on the appropriate balance of global, regional and local brands, as well as who should have custody of these brands and their positioning in international markets.