... management International Reduction Global Local P&G International business Marketers have traditionally focused on managing their brands individually. Most recently however the emphasis has shifted and with a tendency for companies to consider these issues in the context of more generalised...

... Limited 2008 Brand equity Customer orientation Modelling China International business An executive summary for managers and executive readers can be found at the end of this article. Brand equity is regarded as a very important concept in business practice as well as in academic...