MARKETING: AN ESSENTIAL GLOSSARY
Marketing: A social and managerial process by which individual or groups obtain what they need and
want through creating, offering, and exchanging products of value with others (Kotler, 1997).
B2B: acronym for business-to-
demand- or supply-driven
Leslie de Chernatony
Open University Business School, Milton Keynes, UK
European School of Management, Oxford, UK and
Brand Strategy Con
Semester 1, 2 2015 2016
Room A 317 - b
+33 (0) 491 827 860
The post-global brand
Received: 7th January, 2005
is the author of The New Strategic Brand Management (Kogan Page).
In 1983, Theodore Levitt published The globalization of markets in the Harvard Business Review.
This article, b
Integrating Branding Strategy Across Markets:
Building International Brand Architecture
Brands play a critical role in establishing afirm'svisibility andABSTRACT
position in international markets. Building a coherent international bran