Global Brand Strategy: World-Wise Marketing in the Age of Branding by Jan-Benedict Steenkamp
Global Brand Strategy: World-Wise Marketing in the Age of Branding

Jan-Benedict Steenkamp

Global Brand Strategy: World-Wise Marketing in the Age of Branding

Jan-Benedict Steenkamp

319 pages missing pub info (editions)

nonfiction business economics informative medium-paced
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Description

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...

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