TITLE

Globalisation--Phase 2

AUTHOR(S)
Barham, Nick
PUB. DATE
July 2002
SOURCE
Brand Strategy;Jul2002, Issue 161, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Calls for brand owners to view globalization as an opportunity to understand and respond to cultural differences with creative ideas. Ways in which more countries are getting better at exporting their creative culture through brands and entertainment; Role of brands in redefining how the idea of globalization is viewed; Globalization's enabling of the exchange of brands.
ACCESSION #
7360332

 

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