Katherine Melchior Ray, Nataly Kelly

Broschiertes Buch

Brand Global, Adapt Local

How to Build Brand Value Across Cultures

Beschreibung

Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.

Autor

Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. With twenty-five-years spent building the world's best consumer branding across continents, she brings expertise from her time as a senior executive at Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel. She has guest lectured at Stanford, Wharton, Brown and Portland State University. She has been interviewed and featured on CBS 60 Minutes, CNN, The New York Times, The Wall Street Journal, and numerous media internationally. She also has been profiled in The Wall Street Journal in an article entitled, "Hyatt Executive Has a Spare Evening Gown in Her Bag," and was voted one of the "Most Compelling Women in the Travel Industry" by Premier Traveler magazine. She can be heard on various podcasts and blogs related to global marketing and leadership, culture and diversity, women's empowerment, and the future of work.

Produktdetails

• Verlag: Kogan Page Ltd
• Seitenzahl: 296
• Erscheinungstermin: 3. Juni 2025
• Englisch
• Abmessung: 234mm x 156mm x 19mm
• Gewicht: 454g
• ISBN-13: 9781398619715
• ISBN-10: 139861971X
• Artikelnr.: 71684755