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  • A Cultural Approach to Building Iconic Brands
    Carlos J. Torelli; Maria A. Rodas
    978-3-031-50812-7
    2024
    Edition 1
    • Adopts a broader definition of global branding relevant for all focused on taking advantage of forces of globalization
    • Discusses how to leverage cultural insights to grow brands locally, for example by targeting sub-cultural groups
    • Develops a dynamic cultural framework to aid managers build brands that resonate with multicultural consumers

    €419

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