Quelch John A., Laidler-Kylander Nathalie:
The New Global Brands

Managing Non-Government Organizations In The 21St Century

Cengage Learning (United States), 2005
Hardback, 324 pages
Size: 235x195 mm
ISBN: 9780324320237
ISBN-10: 032432023X

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The New Global Brands

Twelve Harvard Business School case studies examine how prominent international non-profit groups have defined their mission, developed their brand name as a marketing tool, and assessed their brand's strength as a trusted charity.

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John A. Quelch
Nathalie Laidler-Kylander
Sales & marketing
Business & management
Economics, finance, business and industry
Cengage Learning

More information from Wikipedia:

John A. Quelch
Nathalie Laidler-Kylander
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