Basu, Kunal (2001) The Lure of Global Brands. European Retail Digest, 29. pp. 15-16.Full text not available from this repository.
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.
|Keywords:||Product management; Retail industry; Business communication; Electronic commerce|
|Centre:||Faculty of Marketing|
|Date Deposited:||18 Mar 2012 19:23|
|Last Modified:||23 Oct 2015 14:06|
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