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Managing transnational brands in times of change

Date of publication: September 1, 1999

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Linda Caller, Sheila Byfield

Abstract:

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends affecting consumers today, the final section offers a view on how to incorporate these changing influences in the development of strategy and the management of brands and communications across country borders.

Linda Caller

Author

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Sheila Byfield

Author

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Caller and Byfield (1999a, September 01). Managing transnational brands in times of change . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/managing-a-portfolio-of-brands