The New Global Brands: Managing Non-Government Organizations

The New Global Brands: Managing Non-Government Organizations in the 21st Century

THE 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.
Country USA
Brand South-Western
Manufacturer South-Western College Pub
Binding Hardcover
EANs 9780324320237
ReleaseDate 0000-00-00

The New Global Brands: Managing Non-Government Organizations in the 21st Century