Global Brands: The Evolution of Multinationals in Alcoholic Beverages

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In a world focused on science and new technology, brands help to explain why several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands, first published in 2007, ...

Global Brands: The Evolution of Multinationals in Alcoholic Beverages 2013, Cambridge University Press, Cambridge

ISBN-13: 9781107669734

Trade paperback

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Global Brands: The Evolution of Multinationals in Alcoholic Beverages 2007, Cambridge University Press, New York

ISBN-13: 9780521833974

Hardcover

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