The Lure of Global Brands

Basu, Kunal (2001) The Lure of Global Brands. European Retail Digest, 29. pp. 15-16.

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Abstract

Focuses on the concept of global branding. How the creation of a distinct retail entity is influenced by global branding; Popularity of Internet-based transactions in business communications; Discussion on brand imaging and market positioning.

Item Type: Article
Keywords: Product management; Retail industry; Business communication; Electronic commerce
Subject(s):
Centre: Faculty of Marketing
Date Deposited: 18 Mar 2012 19:23
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/2521

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