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P/M/617. Approaches to global brand management: case study of EURO RSCG Worldwide
- WORDS:
- 2000
- DATE:
- 2005
- PRICE:
- 29.99 GBP
The paper critically examines the approach of EURO RSCG Worldwide, a global agency network, to global brand management describing the companys main business areas, competitive advantages, and the importance of global account management for advertising firms.
KEYWORDS: Global brand, EURO RSCG Worldwide, advertising,
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