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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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Bibliographic Details
Main Author:	Al-Saqqaf, Raidan Abdulaziz
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2005
Online Access:	https://eprints.nottingham.ac.uk/24505/

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