Levi Strauss Signature : A New Brand for Mass-Channel Retail Stores

Chapitre d'ouvrage pédagogique ; Pervez Ghauri et Philip Cateora (éds.), International Marketing, 3ème éd., McGraw HillWritten in close collaboration with the marketing team of the European subsidiary of the Levi Strauss group, this case-study presents the activities of the Levi Strauss group, its position in the European market, its brand portfolio, and the European distribution system of jeans