Fitting international brands for consumers: Stewarding transnational brands through the consumerisation continuum

被引：0
|
作者：
Sheila Byfield
Linda Caller
机构：
[1] Ogilvy and Mather,
来源：
Journal of Brand Management | 1997年 / 5卷 / 1期
关键词：
D O I：
10.1057/bm.1997.25
中图分类号：
学科分类号：
摘要：
In today's complex and changing world, models that can help guide the marketing processes and thinking are extremely valuable. In this paper the application of a recently developed model to the management of transnational brands and the development of advertising is considered.
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页码：11 / 22
页数：11
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