The New Global Brands : Managing Non-Government Organizations in the 21st Century

Книги на иностранных языках → На английском → Бизнес и экономика → Маркетинг и продажи → Мир маркетинга
The New Global Brands : Managing Non-Government Organizations in the 21st Century
Автор
 
Год
 
Страниц
 
0
ISBN
 
032432023X
Категория
 
Мир маркетинга

Описание:

Book Description THE NEW GLOBAL BRANDS: MANAGING NON-GOVERNMENT ORGANIZATIONS IN THE 21ST CENTURY includes twelve Harvard Business School cases involving not-for-profit agencies and how these agencies establish brand identities worldwide. Agencies include Doctors Without Borders, Peace Winds Japan, CARE USA, and Oxfam America. Professors Quelch and Laidler examine these aid agencies in terms of their success or struggles with traditional marketing issues such as establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values.

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