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000778909 019__ $$a974650761$$a981816985
000778909 020__ $$a9781349949946$$q(electronic book)
000778909 020__ $$a1349949949$$q(electronic book)
000778909 020__ $$z9781349949939
000778909 0247_ $$a10.1057/978-1-349-94994-6$$2doi
000778909 035__ $$aSP(OCoLC)ocn967938427
000778909 035__ $$aSP(OCoLC)967938427$$z(OCoLC)974650761$$z(OCoLC)981816985
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000778909 049__ $$aISEA
000778909 050_4 $$aHD69.B7
000778909 08204 $$a658.8/27$$223
000778909 1001_ $$aSteenkamp, Jan-Benedict E. M.,$$eauthor.
000778909 24510 $$aGlobal brand strategy :$$bworld-wise marketing in the age of branding /$$cJan-Benedict Steenkamp.
000778909 264_1 $$aLondon :$$bPalgrave Macmillan,$$c2017.
000778909 300__ $$a1 online resource
000778909 336__ $$atext$$btxt$$2rdacontent
000778909 337__ $$acomputer$$bc$$2rdamedia
000778909 338__ $$aonline resource$$bcr$$2rdacarrier
000778909 347__ $$atext file$$bPDF$$2rda
000778909 504__ $$aIncludes bibliographical references and index.
000778909 5050_ $$aPart 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.
000778909 506__ $$aAccess limited to authorized users.
000778909 520__ $$aWhat 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 companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. Provocative and timely, Global Brand Strategy will equip executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. The book 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. .
000778909 588__ $$aOnline resource; title from PDF title page (viewed February 17, 2017)
000778909 650_0 $$aBrand name products$$xPlanning.
000778909 650_0 $$aBranding (Marketing)
000778909 650_0 $$aBrand name products$$xManagement.
000778909 650_0 $$aExport marketing.
000778909 77608 $$iPrint version:$$z9781349949939
000778909 852__ $$bebk
000778909 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1057/978-1-349-94994-6$$zOnline Access$$91397441.1
000778909 909CO $$ooai:library.usi.edu:778909$$pGLOBAL_SET
000778909 980__ $$aEBOOK
000778909 980__ $$aBIB
000778909 982__ $$aEbook
000778909 983__ $$aOnline
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