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
List price: £27.99
You save: 5%
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.

