Steenkamp, Jan-Benedict
Global Brand Strategy
1. The Cambrian Explosion of Brands
Jan-Benedict Steenkamp
Part I. Global Brand Building
2. The COMET Framework: How Global Brands Create Value
Jan-Benedict Steenkamp
3. Customer Propositions for Global Brands
Jan-Benedict Steenkamp
4. Global Marketing Mix Decisions: Global Integration, Not Standardization
Jan-Benedict Steenkamp
5. Global Brand Building in the Digital Age
Jan-Benedict Steenkamp
Part II. Structures and Processes for Global Brand Building
6. Organizational Structures for Global Brands
Jan-Benedict Steenkamp
7. Global Brand Management
Jan-Benedict Steenkamp
8. Corporate Social Responsibility
Jan-Benedict Steenkamp
Part III. Global Brand Performance
9. Global Brand Equity
Jan-Benedict Steenkamp
10. Global Brands and Shareholder Value
Jan-Benedict Steenkamp
11. The Future of Global Brands
Jan-Benedict Steenkamp
Keywords: Business and Management, Marketing, Emerging Markets/Globalization, Business Strategy/Leadership
- Author(s)
- Steenkamp, Jan-Benedict
- Publisher
- Springer
- Publication year
- 2017
- Language
- en
- Edition
- 1
- Page amount
- 24 pages
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9781349949946
- Printed ISBN
- 978-1-349-94993-9