Kategoria BISAC: Business & Economics >> International - Marketing

From new brand development to brand management, from trademark protection to the role of advertising and design, Brands offers a comprehensive survey of all aspects of branding. Assembling a wide range of "brand experts," this topical and authoritative collection looks, from a variety of perspectives, at the increasingly crucial role that brands have come to play in the international marketplace.

How do legal systems recognize the value of brands to both consumers and producers? How has the concept of branded goods been extended successfully to embrace services and other...

Significant sales opportunities exist in newly emerging markets around the globe--and many of them are missed. Because sales and marketing executives lack familiarity with the structure of the markets and the risks of working in them, Miller says, they often have little understanding of how to enter them. In this unusually well-researched book by an experienced international marketer, Miller concentrates on the unique characteristics, opportunities, and sales methods associated with newly emerging markets. He pays special attention to economies in transition in the newly independent states...

The future success of many companies in the United States and Europe is becoming more dependent on effectively developing and expanding markets in new emerging and partially developed countries. Few companies, however, know how to do it well, if at all. Their success rate is low, while the cost of failure remains high. Caslione and Thomas provide insights, knowledge, special tools, and the experience that will show executives how to take hold of these challenges. Through case studies of companies in a wide cross-section of industries, the authors highlight the processes necessary to...

The Internet has had a tremendous impact on worldwide advertising and marketing practices. This comprehensive guide provides information on the international marketing and advertising industries of over 150 countries and regions and includes over 2,000 Web sites containing free information on the subject. Also covered is information on many related marketing subspecialities including direct marketing, customer relationship management, graphic design, retailing, distribution, and packaging.

Each Internet resource listed includes a title, a URL, and an annotation. Resources are indexed by...