Global Brand Strategy World-wise Marketing in the Age of Branding /
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...
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan,
2017.
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Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- 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.