Global Branding and Country of Origin

Creativity and Passion

Business & Finance
Cover of the book Global Branding and Country of Origin by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781317625179
Publisher: Taylor and Francis Publication: April 14, 2016
Imprint: Routledge Language: English
Author:
ISBN: 9781317625179
Publisher: Taylor and Francis
Publication: April 14, 2016
Imprint: Routledge
Language: English

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field.

This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.

This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field.

This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.

This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

More books from Taylor and Francis

Cover of the book New Approaches to Monetary Theory by
Cover of the book Income Inequality in America: An Analysis of Trends by
Cover of the book The Existential Leader by
Cover of the book Love's Return by
Cover of the book Identity, Otherness and Empire in Shakespeare's Rome by
Cover of the book Social Attitudes and Psychophysical Measurement by
Cover of the book Strategic Sports Event Management by
Cover of the book Safety and Risk in Primary School Physical Education by
Cover of the book Current Issues in Cognitive Processes by
Cover of the book Women and Public Administration by
Cover of the book Using Mindfulness Skills in Everyday Life by
Cover of the book Teaching Design and Technology in the Primary School (1993) by
Cover of the book Nursing & Health Survival Guide: Mentorship by
Cover of the book State, Society and Economy in Saudi Arabia (RLE Saudi Arabia) by
Cover of the book Keynes and the British Humanist Tradition by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy