The return of the global brand

被引：0
|
作者：
Quelch, J [1 ]
机构：
[1] Harvard Univ, Sch Business, Boston, MA 02138 USA
来源：
HARVARD BUSINESS REVIEW | 2003年 / 81卷 / 08期
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
What became of the golden age of global marketing? Where are the multinational companies churning out standardized products for a world of voracious consumers? A global economic slump and mounting anti-American sentiment put an end to that party. But the multinationals' retreat to local harbors may leave them ill prepared for what's about to happen.
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页码：22 / +
页数：3
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