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Modeling Consumer Distribution Channel Switching Behavior: The Case of Direct Vs. Traditional Channels Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Developing and Managing an International Brand Portfolio

Authors : Susan P. Douglas, C. Samuel Craig

Published in: Global Perspectives in Marketing for the 21st Century

Publisher: Springer International Publishing

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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.

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previous chapter The EPRG Framework: Does it Affect Managerial Perceptions of Export Success?
next chapter Integrating Country of Origin into Global Marketing Strategy: A Review of U.S. Marking Statutes
Metadata
Title
Developing and Managing an International Brand Portfolio
Authors
Susan P. Douglas
C. Samuel Craig
Copyright Year
2015
Book
Global Perspectives in Marketing for the 21st Century

Print ISBN: 978-3-319-17355-9

Electronic ISBN: 978-3-319-17356-6

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17356-6_113