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Global brand strategy : world-wise marketing in the age of branding / Jan-Benedict Steenkamp
Livre
Edité par Palgrave Macmillan - 2017
"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."
The Cambrian explosion of brands. 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.
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