International marketing and the country of origin effect : The Global Impact of 'made in Italy'
Bertoli, Giuseppe, ed.
International marketing and the country of origin effect : The Global Impact of 'made in Italy' Giuseppe Bertoli, ed. - England : Edward Elgar, 2012 - 202p.
The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant. The book helps to push the 'made-in' research agenda forward at the same time as it provides practitioners with new ideas that they can apply to their brands.
9781781955604
Management
Marketing
658.840945 / BER-12
International marketing and the country of origin effect : The Global Impact of 'made in Italy' Giuseppe Bertoli, ed. - England : Edward Elgar, 2012 - 202p.
The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant. The book helps to push the 'made-in' research agenda forward at the same time as it provides practitioners with new ideas that they can apply to their brands.
9781781955604
Management
Marketing
658.840945 / BER-12