How global are global brands ?

Jean-Noël Kapferer
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Keywords: global; brands (search for similar items in EconPapers)
Date: 1992
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Published in Conférence ESOMAR: The challenge of branding today and in the future, 1992, Bruxelles, Belgium. pp.199-215

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