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Steenkamp, Jan-Benedict

Global Brand Strategy

Steenkamp, Jan-Benedict - Global Brand Strategy, ebook

38,45€

Ebook, PDF with Adobe DRM
ISBN: 9781349949946
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Table of contents

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)
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

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