Publications
Publications
- 2004
- The Global Market: Developing a Strategy to Manage Across Borders
Managing the Global Brand: A Typology of Consumer Perceptions
By: Douglas B. Holt, J. A. Quelch and Earl Taylor
Citation
Holt, Douglas B., J. A. Quelch, and Earl Taylor. "Managing the Global Brand: A Typology of Consumer Perceptions." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé, 180–201. San Francisco, CA: Jossey-Bass, 2004.