- Bog
Global brand strategy : world-wise marketing in the age of branding
Af Jan-Benedict Steenkamp (2017)
Introduces the global brand value chain and explains how brand equity factors into shareholder value. Equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally
Hvor er materialet
Henter beholdningsoplysninger.
Detaljer om materialet
Type
Bog
Format
illustreret
Sprog
engelsk
Emneord
Emnetal
65.5
Beskrivelse
Indhold: The Cambrian explosion of brands ; Global brand building (The COMET framework: how global brands create value ; Customer propositions for global brands ; Global marketing mix decisions: global integration, not standardization ; Global brand building in the digital age) ; Structures and processes for global brand building (Organizational structures for global brands ; Global brand management ; Corporate social responsibility) ; Global brand performance (Global brand equity ; Global brands and shareholder value ; The future of global brands)
ISBN
9781349949939
Omfang
xxiv, 319 sider
Forlag
Palgrave Macmillan
Målgruppe
fagligt niveaualment niveauvoksenmaterialer
