Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets
Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets
Sicco van Gelder, 2003 | ISBN:0749440236| CHM | 2.9 MB
“I earn my living as a practitioner but I also write on branding — I wish I had written this! A must read for all senior managers whatever their function or professed knowledge. Worth it for his model alone, it will certainly be on my bookshelf. For what it’s worth, I am a subject specialist reviewer for Harvard Business School and read lots of books pre-publication — I think this is one of the most readable books around the topic I have seen for a long time — well done Sicco!” — Ian Ryder, Vice-President, EMEIA Unysis Brand & Communications”Van Gelder (an international branding consultant) provides literally dozens of examples of branding that demonstrate his expertise and knowledge and his connections with well-known business clients.” – T.J. Belich, University of Minnesota, Choice