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Best Western International: One Global Brand
內容大綱
Best Western (BW) is striving for global brand leadership in the broad worldwide mid-scale lodging market. Management must decide how best to strategically position the Best Western brand in an increasingly competitive lodging environment. There is also the need to provide direction and connection to BW's affiliates and members worldwide to ensure that marketing and business success in different markets is not isolated and random. How to achieve this goal presents management with many organizational, marketing, and branding challenges.