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

By Jan-Benedict Steenkamp

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1349949930
• ISBN13: 9781349949939
• Release Date: January 2017
• Publisher: Palgrave MacMillan
• Length: 319 Pages
• Weight: 1.13 lbs.
• Dimensions: 0.9" x 6.2" x 8.7"