Name: Global Branding and Country of Origin: Creativity and Passion (en Inglés)
SKU: 51770522
Price: 894.08 MXN
Availability: InStock
Author: Aiello, Gaetano ; Donvito, Raffaele ; Vescovi, Tiziano
ISBN: 9781138379428

portada Global Branding and Country of Origin: Creativity and Passion (en Inglés)

Global Branding and Country of Origin: Creativity and Passion (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Aiello, Gaetano ; Donvito, Raffaele ; Vescovi, Tiziano

Año

2018

Idioma

Inglés

N° páginas

132

Encuadernación

Tapa Blanda

ISBN13

9781138379428

N° edición

Categorías

Ventas y marketing

Global Branding and Country of Origin: Creativity and Passion (en Inglés)

Aiello, Gaetano ; Donvito, Raffaele ; Vescovi, Tiziano (Autor) · Routledge · Tapa Blanda

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Reseña del libro "Global Branding and Country of Origin: Creativity and Passion (en Inglés)"

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.