Global brand strategy: world-wise marketing in the age of branding
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Palgrave Macmillan
[2017]
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| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | xxiv, 319 Seiten Illustrationen, Diagramme 21.5 cm x 14.8 cm, 0 g |
| ISBN: | 9781349949939 |
Internformat
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Datensatz im Suchindex
| _version_ | 1806413202246860800 |
|---|---|
| adam_text |
Contents
1 Hie Cambrian Explosion of Brands 1
Part I Global Brand Building 15
2 The COMET Framework; How Global Brands Create Value 19
3 Customer Propositions for Global Brands 45
4 Global Marketing Mix Decisions: Global Integration, Not
Standardization 75
5 Global Brand Building in the Digital Age 111
Part II Structures and Processes for Global Brand Building 149
6 Organizational Structures for Global Brands 151
xi
Contents
• *
XII
7 Global Brand Management 181
8 Corporate Social Responsibility 209
Part III Global Brand Performance 239
9 Global Brand Equity 243
10 Global Brands and Shareholder Value 273
11 The Future of Global Brands 291
Appendix: Country Scores on Culture Map Scales 297
Index 301 |
| any_adam_object | 1 |
| author | Steenkamp, Jan-Benedict E. M. |
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| discipline | Wirtschaftswissenschaften |
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| isbn | 9781349949939 |
| language | English |
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| spelling | Steenkamp, Jan-Benedict E. M. Verfasser (DE-588)170618226 aut Global brand strategy world-wise marketing in the age of branding Jan-Benedict Steenkamp London Palgrave Macmillan [2017] xxiv, 319 Seiten Illustrationen, Diagramme 21.5 cm x 14.8 cm, 0 g txt rdacontent n rdamedia nc rdacarrier Markenpolitik (DE-588)4144679-3 gnd rswk-swf Welt (DE-588)4065341-9 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Internationales Marketing (DE-588)4125431-4 s Welt (DE-588)4065341-9 s b DE-604 Erscheint auch als eBook 978-1-349-94994-6 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=77841824c9c6424cb49604629e4a969e&prov=M&dok_var=1&dok_ext=htm Inhaltstext Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029416155&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Steenkamp, Jan-Benedict E. M. Global brand strategy world-wise marketing in the age of branding Markenpolitik (DE-588)4144679-3 gnd Welt (DE-588)4065341-9 gnd Internationales Marketing (DE-588)4125431-4 gnd |
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| title | Global brand strategy world-wise marketing in the age of branding |
| title_auth | Global brand strategy world-wise marketing in the age of branding |
| title_exact_search | Global brand strategy world-wise marketing in the age of branding |
| title_full | Global brand strategy world-wise marketing in the age of branding Jan-Benedict Steenkamp |
| title_fullStr | Global brand strategy world-wise marketing in the age of branding Jan-Benedict Steenkamp |
| title_full_unstemmed | Global brand strategy world-wise marketing in the age of branding Jan-Benedict Steenkamp |
| title_short | Global brand strategy |
| title_sort | global brand strategy world wise marketing in the age of branding |
| title_sub | world-wise marketing in the age of branding |
| topic | Markenpolitik (DE-588)4144679-3 gnd Welt (DE-588)4065341-9 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Markenpolitik Welt Internationales Marketing |
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