Brand Building Strategies of SMEs in Yemen:A Grounded Research that Investigates if Yemeni SMEs Follow Western Theory in Brand Building Practices
Today’s discourse of globalization is highly influenced by western powers; it is no news that this is evident in all walks of life starting with the global political economy and international trade, to the media and the collective body of knowledge, resulting in a less accurate representation of the...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2005
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| Online Access: | https://eprints.nottingham.ac.uk/24505/ |