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We have uploaded the assignment brief and please do follow the steps that has been provided on the brief. Also, please make sure the report is well written and i need at list 20 reference, and below is a reading tex which can help you with the assignment. Essential Reading/Resources: Core Text Global Marketing Ethics and Culture, Compiled by Adrian Goodsall, Pearson Custom Publishing Other Core texts Hollensen, Svend (2004) Global Marketing, FT Prentice Hall Usunier, Jean-Claude & Lee J.(2005) Marketing Across Cultures, FT Prentice Hall, ISBN: 0273685295 Schneider, S. C,&Barsoux, J-L (1997) Managing across cultures, Prentice Hall Gregory J.R (2002) Branding Across Borders, McGraw Hill, ISBN 0-658-00945-1 Recommended Reading Aaker, A. D. (1991) ‘Managing Brand Equity, Capitalizing on the Value of a Brand Name’, The Free Press, New York. Aaker D & Alexander L.B (1993) ‘Brand Equity & Advertising’ Advertising’s role in building strong brands. Lawrence Erlbaum Associates, London. Assael H.(1998) ‘Consumer Behaviour and Marketing Action’ 6th edition, International Thomson Publishing. Baker, M. (1996) ‘Marketing. An Introductory Text’ 6th edition. Macmillan Business, London Baker, M. (1995) ‘Marketing: Theory & Practice’ 3rd Edition. Macmillan Business, London. (Baker) Blois, K. (ed.) (2000) ‘The Oxford Textbook of Marketing’, Oxford University Press, Oxford. Chernatony L. de. and McDonald M.H.B (1992) ‘Creating Powerful Brands’ Butterworth/Heinemann. Doyle, P.D, (1998) Adding Value to Marketing, Kogan Page. Drawbaugh, K. (2002) Brands in the balance, Reuters Fill, C, Marketing Communications, 3rd Edition, Prentice Hall, 2002. Ford K, (2005) Brands Laid Bare: Using Market Research for Evidence-Based Brand Management, Wiley. Foxall, G.R and Goldsmith, R.E (1994) ‘Consumer Psychology for Marketing’ Routledge. Gesteland, R.(1999) Cross Cultural Business Behaviour: Marketing, Negotiating and Managing across culture



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