Abstract
International branding on a truly global scale was once a rosy futuristic scenario to all but the most well-heeled or adventurous marketers. Now, brand marketers face a vast frontier of international branding opportunities. Any company that considers itself a major player is shooting itself in the foot if it is not thinking globally. What brought on this new era? What changed a pipe dream into a strategic imperative?
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© 1998 William G. Tragos
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Tragos, W.G. (1998). International Branding. In: Hart, S., Murphy, J. (eds) Brands. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-26070-6_13
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DOI: https://doi.org/10.1007/978-1-349-26070-6_13
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-333-65909-0
Online ISBN: 978-1-349-26070-6
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