🎉   Please check out our new website over at books-etc.com.

Seller
Your price
£26.09
RRP: £39.99
Save £13.90 (35%)
Printed on Demand
Dispatched within 14-21 working days.

Global Brand Strategy

World-wise Marketing in the Age of Branding

Format: Hardback
Publisher: Palgrave Macmillan, Basingstoke, United Kingdom
Published: 19th Jan 2017
Dimensions: w 148mm h 210mm d 24mm
Weight: 543g
ISBN-10: 1349949930
ISBN-13: 9781349949939
Barcode No: 9781349949939
Trade or Institutional customer? Contact us about large order quotes.
Synopsis
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 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's book is provocative and timely. Global Brand Strategy 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.

New & Used

Seller Information Condition Price
-New£26.09
+ FREE UK P & P

What Reviewers Are Saying

Be the first to review this item. Submit your review now