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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Global Branding: Breakthroughs in Research and Practice

Global Branding: Breakthroughs in Research and Practice
Author(s)/Editor(s): Information Resources Management Association (USA)
Copyright: ©2020
DOI: 10.4018/978-1-5225-9282-2
ISBN13: 9781522592822
ISBN10: 1522592822
EISBN13: 9781522592839

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Description

To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits.

Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.



Author's/Editor's Biography

Information Resources Management Association (Ed.)
Information Resources Management Association (IRMA) is a research-based professional organization dedicated to advancing the concepts and practices of information resources management in modern organizations. IRMA's primary purpose is to promote the understanding, development and practice of managing information resources as key enterprise assets among IRM/IT professionals. IRMA brings together researchers, practitioners, academicians, and policy makers in information technology management from over 50 countries.

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