Fashion brand internationalization : opportunities and challenges

"This book provides a comprehensive view on the internationalization of fashion brands, offering academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. This book takes a critical look at the global-by-...

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Bibliographic Details
Other Authors Jin, Byoungho (Editor), Cedrola, Elena, 1965- (Editor)
Format Book
LanguageEnglish
Published New York : Palgrave Macmillan, [2016]
SeriesPalgrave studies in practice: global fashion brand management
Palgrave pivot
Subjects
obchodní značky
řízení značky
móda
maloobchod
mezinárodní obchod
marketing
brand name products
brand management
fashion
retail trade
international trade
případové studie
case studies
ISBN9781137523365
978-1-137-52337-2
Physical Descriptionxviii, 142 stran : ilustrace ; 22 cm

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Summary:"This book provides a comprehensive view on the internationalization of fashion brands, offering academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. This book takes a critical look at the global-by-nature fashion industry through a collection of actual cases from multiple countries and cultural backgrounds."--Resumé vydavatele
Bibliography:Obsahuje bibliografické odkazy a resjtřík
ISBN:9781137523365
978-1-137-52337-2
Physical Description:xviii, 142 stran : ilustrace ; 22 cm

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