International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization - Handel und Internationales Marketing Retailing and International Marketing - Carolina Sinning - Libros - Springer Fachmedien Wiesbaden - 9783658380496 - 2 de julio de 2022
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Carolina Sinning
International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization - Handel und Internationales Marketing Retailing and International Marketing 1st ed. 2022 edition

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The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations.

226 pages, 39 Illustrations, black and white; XX, 226 p. 39 illus.; 39 Illustrations, black and whit

Medios de comunicación Libros     Paperback Book   (Libro con tapa blanda y lomo encolado)
Publicado 2 de julio de 2022
ISBN13 9783658380496
Editores Springer Fachmedien Wiesbaden
Páginas 226
Dimensiones 150 × 220 × 10 mm   ·   330 g
Lengua Alemán  

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