The New Global Brands
Subtitle: Managing Non-Government Organizations in the 21st Century
Edition: 1 edition
Publisher: South-Western College Pub
Published: February 3, 2005
Language: eng
Format: Hardcover
Number of pages: 336
ISBN-13: 9780324320237
Subjects: Sales & marketing; Business & Economics; Business / Economics / Finance; Textbooks; Business/Economics; Marketing - General; Philanthropy & Charity; Business & Economics / Marketing / General; Business names; Case studies; Management; Non-governmental organizations
Description: "The New Global Brands: Managing Non-Government Organizations in the 21st Century includes 12 Harvard Business School cases involving not-for-profit organizations, and how these organizations establish brand identities worldwide. Organizations include Amnesty International, Peace Winds Japan, CARE USA, and Oxfam America. Professors John Quelch and Nathalie Laidler examine these aid organizations in terms of their success and struggles with traditional marketing issues such as establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values."--BOOK JACKET.