THE ASPECTS OF BUILDING A GLOBAL BRAND
THE ASPECTS OF BUILDING A GLOBAL BRAND
Author(s): Aleš HesSubject(s): Media studies, Behaviorism, Management and complex organizations, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; business; communication; customer; globalization; marketing;
Summary/Abstract: Any enterprise, planning to achieve success today is forced to monitor and analyze developments in information technology and behavior of a selected target group of customers. Internet marketing has been undergoing important technological development recently and represents a key platform for building a global brand. Technical knowledge is thus the necessary basis for building a global brand in the current modern society. Paper deals with important aspects of building a global brand in terms of its success and efficiency for the company.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 65-72
- Page Count: 8
- Language: English