Laurence Minsky Examines Global Brand Management in New Book

An article by the associate professor was also recently featured in the Harvard Business Review.

Communication Associate Professor Laurence Minsky has written a new textbook on the topic of global brand management.

Global Brand Management: A Guide to Developing, Building & Managing an International Brand” was published in the UK, Europe, & ROW on November 3 and in the United States on November 26. The textbook was co-written with advertising professional and University of Chicago adjunct professor Ilan Geva. In the book, Minsky and Geva explore why it's “critical for all brands to develop elasticity and adapt to different territories, audiences and contexts.”

This is Minsky’s ninth book publication. It can be purchased from the publisher, KoganPage, and on Amazon.

Additionally, Harvard Business Review in September published Minsky’s ninth article for the magazine, titled “Are You at Risk of a Mid-Career Rut.” The piece focuses on questions mid-career professionals should be asking themselves and was one of their more popular articles at the time of its release.