Brand Global, Adapt Local
Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.
Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.
| Autor: | Melchior Ray, Katherine |
|---|---|
| ISBN: | 9781398619715 |
| Auflage: | 1 |
| Sprache: | Englisch |
| Seitenzahl: | 264 |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | Kogan Page Ltd |
| Veröffentlicht: | 03.06.2025 |
| Untertitel: | How to Build Brand Value Across Cultures |
| Schlagworte: | Brand management Brand value Cultural marketing Cultural relevance Digital marketing Global brands Global business Global marketing International marketing |
Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Hass School of Business, CA. She has over twenty-five-years experience building the world's best consumer brands at companies including Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel across the world including in the USA, Japan and Europe. She has guest lectured at Stanford, Wharton, Brown and Portland State University. Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization.