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.

引用

页码：22 / +

页数：3

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