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Global Brand Strategy: World-wise Marketing in the Age of Branding
Jan-Benedict E. M. Steenkamp
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Description for Global Brand Strategy: World-wise Marketing in the Age of Branding
Hardback. .
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. 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 planet. We find them in B2C and B2B industries, among large and small ... Read more
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. 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 planet. We find them in B2C and B2B industries, among large and small ... Read more
Product Details
Publisher
Palgrave Macmillan
Format
Hardback
Publication date
2017
Condition
New
Number of Pages
319
Place of Publication
Basingstoke, United Kingdom
ISBN
9781349949939
SKU
V9781349949939
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-1
About Jan-Benedict E. M. Steenkamp
Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina's Kenan-Flagler Business School, Executive Director of AiMark, and Fellow at iSIG, Fudan University (Shanghai). Jan-Benedict has received an honorary doctorate and an array of lifetime achievement honors, including from the Royal Netherlands Academy of Sciences and the American ... Read more
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