Abstract:

The international marketing of brands, as opposed to the international trading of branded goods, and the research to support that marketing function, is a relatively new discipline. The fifties and sixties saw it emerge as a specific industry sector, but the real growth and development came with deregulation and the increase in global trade in the eighties. The papers in this book represent some of the best of that literature, produced by some of the most experienced thinkers about the topic.