Contemporary thinking, topics and trends in international branding - Part II (eBook, PDF)
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This e-book forms the second part of two special issues guest edited by TC Melewar and Joseann Small. The editors have attempted to carve out a domain for international branding as a separate area of study in international marketing. The editorial objectives this e-book are much the same as the first in that an attempt has been made to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/localization debate. The articles that comprise the issue seek a more comprehensive understanding of ...
This e-book forms the second part of two special issues guest edited by TC Melewar and Joseann Small. The editors have attempted to carve out a domain for international branding as a separate area of study in international marketing. The editorial objectives this e-book are much the same as the first in that an attempt has been made to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/localization debate. The articles that comprise the issue seek a more comprehensive understanding of the dimensions of international branding and of its related paradigms. In doing so, the guest editors hope the collected papers have pushed the extant knowledge and understanding of international branding, and will guide future research endeavors.
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