International brand strategy : a guide to achieving global brand growth /: a guide to achieving global brand growth. (2021)

• Record Type: Book
• Further Information: Note: Sean Duffy.
• Authors: Duffy, Sean
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'>Section - ONE: Preparation; <ul style='padding-top:0;list-style:none;'>Chapter - 01: Why brands fail abroad; Chapter - 02: The business case for entering a foreign market; Chapter - 03: Choosing the right market; Chapter - 04: The difference between domestic and international brand building; Chapter - 05: Defining an approach to international markets; Chapter - 06: Preparing the brand for travel; Section - TWO:: The new market; <ul style='padding-top:0;list-style:none;'>Chapter - 07: Understanding the mechanics of building brand equity abroad; Chapter - 08: Setting realistic expectations; Chapter - 09: Dealing with language; Chapter - 10: Assembling the right team; Chapter - 11: Segmenting the market and targeting; Chapter - 12: Understanding local buyers in foreign markets; Chapter - 13: Understanding local competitors from the buyer’s POV; Chapter - 14: Seeing your product from the local buyer’s POV; Chapter - 15: Seeing your product’s price from the local buyer’s POV; Chapter - 16: Seeing your brand’s value from the local buyer’s POV; Chapter - 17: Creating an international web presence; Chapter - 18: Responding to the market; Section - THREE:: Get moving; <ul style='padding-top:0;list-style:none;'>Chapter - 19: Engaging company leadership; Chapter - 20: A different type of management; Chapter - 21: The renewed importance of vision and mission; Chapter - 22: Distinguish between marketing and sales; Chapter - 23: Defining success; Chapter - 24: Evaluating risk; Section - FOUR:: Conclusion
• Edition: 1st
• Publisher Details: London : KoganPage
• Publication Date: 2021
• Extent: 1 online resource
• Subjects: 658.84; Export marketing; Branding (Marketing); Corporations -- Growth; Brand name products -- Management; Success in business
• Languages: English
• ISBNs: 9781789666304
• Related ISBNs: 9781789666311; 9781789666298
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.