| 000 | 01459cam a2200289zu 4500 | ||
|---|---|---|---|
| 001 | 10083543 | ||
| 003 | FRCYB10083543 | ||
| 005 | 20250108085546.0 | ||
| 006 | m o d | ||
| 007 | cr un | ||
| 008 | 250108s2005 fr | o|||||0|0|||eng d | ||
| 020 | _a9780324320237 | ||
| 035 | _aFRCYB10083543 | ||
| 040 |
_aFR-PaCSA _ben _c _erda |
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| 100 | 1 | _aQuelch, John A. | |
| 245 | 0 | 1 |
_aThe New Global Brands _bManaging Non-Government Organizations in the 21st Century _c['Quelch, John A.', 'Laidler-Kylander, Nathalie'] |
| 264 | 1 |
_bThomson _c2005 |
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| 300 | _a p. | ||
| 336 |
_btxt _2rdacontent |
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| 337 |
_bc _2rdamdedia |
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| 338 |
_bc _2rdacarrier |
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| 650 | 0 | _a | |
| 700 | 0 | _aQuelch, John A. | |
| 700 | 0 | _aLaidler-Kylander, Nathalie | |
| 856 | 4 | 0 |
_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/10083543 _qtext/html _a |
| 520 | _aThe New Global Brands : Managing Non-Government Organizations in the 21st Century includes twelve Harvard Business School cases involving not-for-profit agencies and how these agencies establish brand identities worldwide. Agencies include Doctors Without Borders, Peace Winds Japan, CARE USA, and Oxfam America. Professors Quelch and Laidler examine these aid agencies in terms of their success or struggles with traditional marketing issues such as establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values. | ||
| 999 |
_c81219 _d81219 |
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