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How global brands compete
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Section: Articles
Title: How global brands compete / Douglas B. Holt, John A. Quelch, Earl L. TaylorAuthor: Holt, Douglas B. ‌
Notes: Consumers look to global brands as symbols of cultural ideals. They use brands to create an imagined global identity that they share with like-minded people. Transnational companies therefore compete not only to offer the highest value products but also to deliver cultural myths with global appealRelated records: En: Harvard business review. - Boston. - nº 9, September 2004 ; p. 68-75Materia / lugar / evento: Marcas ‌Globalización de la economía ‌Mercados ‌Imagen de marca ‌Marketing internacional ‌Multinacionales ‌Otros autores: Quelch, John A. ‌
Taylor, Earl L. ‌
Secondary titles: Título: Harvard business review
Other categories: 922.112.1
Rights: In Copyright (InC)
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