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Global brand strategy : world-wise marketing in the age of branding / Jan-Benedict Steenkamp.

By: Material type: TextTextPublisher: London : Palgrave Macmillan [2017]Description: xxiv, 319 pages : illustrations (black and white) ; 22 cmISBN:
  • 9781349949939:
  • 1349949930
  • 9781349956999
  • 1349956996
Subject(s): DDC classification:
  • 658.827 23
LOC classification:
  • S7 2017
Contents:
[Part 1: 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.
[Part 2: Structures and processes for global brand building] Organizational structures for global brands -- Global brand management -- Corporate social responsibility.
[Part 3: Global brand performance] Global brand equity -- Global brands and shareholder value -- The future of global brands.
Summary: "Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally ... With case studies from around the world, Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding."--Publisher description.
Holdings
Item type Current library Call number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.827 (Browse shelf(Opens below)) Available 84981

27.29

Includes bibliographical references and index.

[Part 1: 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.

[Part 2: Structures and processes for global brand building] Organizational structures for global brands -- Global brand management -- Corporate social responsibility.

[Part 3: Global brand performance] Global brand equity -- Global brands and shareholder value -- The future of global brands.

"Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally ... With case studies from around the world, Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding."--Publisher description.

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