Dr Paul Temporal is responsible for directing a research and education project in Islamic Branding and Marketing at Saïd Business School, University of Oxford.
【目录】
Acknowledgments.
Preface.
Forword.
Introduction.
Understanding Brands.
How Brands are Built.
Understanding Markets.
Creating a Powerful Brand Position.
Brand Management.
Measuring Brand Success.
Developing International Asian Brands--Problems and Opportunities.
Strategic Communications for Brand Building.
International Brand Acceptance in Asia.
Online and Offline Brand Strategy.
Considerations for Asian Companies to Compete in the International and Global Markets.
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