Global brand strategy : world-wise marketing in the age of branding /: world-wise marketing in the age of branding. ([2017])

• Record Type: Book
• Further Information: Note: Jan-Benedict Steenkamp.
• Authors: Steenkamp, Jan-Benedict E. M
• 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.
• Publisher Details: London : Palgrave Macmillan
• Publication Date: 2017
• Extent: 1 online resource (xxiv, 319 pages), illustrations
• Subjects: 658.8/27; Business; Brand name products -- Planning; Branding (Marketing); Brand name products -- Management; Export marketing; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Brand name products -- Management; Brand name products -- Planning; Branding (Marketing); Export marketing; Business & Economics -- General; Business & Economics -- Management; Market research; Business strategy; Management science; Marketing; Globalization; Leadership; Business & Economics -- Marketing -- General; Sales & marketing; Electronic books
• Languages: English
• ISBNs: 9781349949946; 1349949949; 1349949930; 9781349949939
• Related ISBNs: 9781349949939
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (EBSCO, viewed February 17, 2017).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.