Interdisciplinary approaches to product design, innovation, & branding in international marketing

• Other Authors: Swan, K. Scott, Zou, Shaoming
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2012.
• Series: Advances in international marketing ; v. 23.
• Subjects: Branding (Marketing); Export marketing.; elektronické knihy; electronic books
• ISBN: 9781781900178
• ISSN: 1474-7979 ;
• DOI: 10.1108/S1474-7979(2012)23
• Physical Description: 1 online resource (xx, 339 p.) : ill.

Interdisciplinary approaches are critical to solve the interesting problems of the day. Branding, product design, and innovation are topics that have not been covered in the series so far but have been gaining attention. In all three cases, there is significant research and practitioner interest. Th...