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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| Hlavní autor: | |
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| Korporace: | |
| Médium: | E-kniha |
| Jazyk: | angličtina |
| Vydáno: |
London :
Palgrave Macmillan : Springer,
2017
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| Žánr/forma: | monografie elektronické knihy |
| ISBN: | 978-1-349-94994-6 978-1-349-94993-9 978-1-349-95699-9 9781349949939 |
| Témata: | |
| On-line přístup: | Plný text |
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Obsah:
- 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