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 Charles Darwin by
Cover of the book Hungarian: An Essential Grammar by
Cover of the book Pragmatism and the European Traditions by
Cover of the book From Tejano to Tango by
Cover of the book Jane Austen by
Cover of the book Perspectives on Imperialism and Decolonization by
Cover of the book From Soul to Self by
Cover of the book The Peacemaker’s Paradox by
Cover of the book Higher Education in the Post-Communist World by
Cover of the book Generational Identity, Educational Change, and School Leadership by
Cover of the book Staging Spectatorship in the Plays of Philip Massinger by
Cover of the book Introduction to Homeland Security by
Cover of the book Architect Knows Best by
Cover of the book Gold Prices and Wages (Routledge Revivals) by
Cover of the book Nuclear Power and Energy Security in Asia 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