Global Branding

Global Branding

An International Introduction

Lim, Ming (University of Leicester, UK)

Taylor & Francis Ltd






15 a 20 dias

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1. Why Global Branding? Critical Perspectives 2. The Emergence of Global Branding 3. Historical and Cultural Contexts 4. Theories and Methods 5. Comparative Perspectives on Global Brands 6. Key Paradigms and Concepts 7. Questions of Globalisation 8. Questions on Ethics 9. Current Debates: Whose side are you/we on? 10. Worlds of Branding: Developed or Developing Brands? 11. Emerging Markets 12. The Asian' Brand: China, India, Japan, Korea 13. African Branding and Postcolonialism 14. Islamic Branding 15. Future Agendas and Research
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