The Global Brand

Nicholas Ind

Chapter 9 in The Corporate Brand, 1997, pp 134-155 from Palgrave Macmillan

Abstract: Abstract If as a competitor you are not convinced about global presence, then you should consider that your domestic market competitors are more likely than ever to be global companies. That means you are engaged in global competition even if you are sitting in Dubuque and are perfectly content to have Iowa as your market.1

Keywords: National Culture; Liberal Democracy; Global Company; Marketing Communication; Corporate Brand (search for similar items in EconPapers)
Date: 1997
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DOI: 10.1057/9780230375888_9

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