Global Brand Strategy [electronic resource] World-wise Marketing in the Age of Branding / by Jan-Benedict Steenkamp.
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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| Language: | English |
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London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan,
2017.
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| Edition: | 1st ed. 2017. |
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| Variant Title: |
Global Brand Strategy: World-wise Marketing in the Age of Branding |
| Format: | Electronic eBook |
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