Global brand strategy : world-wise marketing in the age of branding

What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm's market value. Third, they operate as single brands everywhere on the p...

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Bibliographic Details
Main Author Steenkamp, Jan-Benedict E. M. (Author)
Format Electronic eBook
LanguageEnglish
Published London : Palgrave Macmillan, [2017]
Subjects
Brand name products > Planning.
Branding (Marketing)
Brand name products > Management.
Export marketing.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781349949946
9781349949939
Physical Description1 online resource (xxiv, 319 pages) : illustrations

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TOC from ObalkyKnih.cz
Table of Contents:
  • Part One: Global Brand Building
  • 2. The COMET Framework: How Global Brands Create Value
  • 3. Customer Propositions for Global Brands
  • 4. Global Marketing Mix Decisions: Global Integration, Not Standardization
  • 5. Global Brand Building in the Digital Age
  • Part Two: Structures and Processes for Global Brand Building
  • 6. Organizational Structures for Global Brands
  • 7. Global Brand Management
  • 8. Corporate Social Responsibility
  • Part Three: Global Brand Performance
  • 9. Global Brand Equity
  • 10. Global Brands and Shareholder Value
  • 11. The Future of Global Brands.

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