Global Branding and Country of Origin
Creativity and Passion
Tiziano Vescovi editor Gaetano Aiello editor Raffaele Donvito editor
Format:Paperback
Publisher:Taylor & Francis Ltd
Published:18th Sep '18
Currently unavailable, and unfortunately no date known when it will be back
This paperback is available in another edition too:
- Hardback£58.99(9781138801615)
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.
ISBN: 9781138379428
Dimensions: unknown
Weight: 240g
132 pages