Global Branding and Country of Origin is popular PDF and ePub book, written by Gaetano Aiello in 2016-04-14, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Global Branding and Country of Origin can be Read Online from any device for your convenience.
Global Branding and Country of Origin Book PDF Summary
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.
Detail Book of Global Branding and Country of Origin PDF
- Author : Gaetano Aiello
- Release : 14 April 2016
- Publisher : Routledge
- ISBN : 9781317625179
- Genre : Business & Economics
- Total Page : 156 pages
- Language : English
- PDF File Size : 18,9 Mb
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