New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization

by Larry Light and Joan Kiddon

New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors' 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization,...

• Format: Hardcover
• Language: English
• ISBN: 0134193822
• ISBN13: 9780134193823
• Release Date: January 1
• Publisher: Pearson FT Press
• Length: 240 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.8" x 6.3" x 9.2"