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

Citation Type: Book, Whole

Publication Year: 2017

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Abstract: Drawing on my own research in branding and global marketing over the last 25 years, the work of my academic peers, interviews with senior executives, trade publications, and my consulting work, I analyze brand strategies in a global economy where the forces of globalization are strong but not friction free: national and cultural differences cause turbulence, even resistance. I lay out actionable strategies for executives to launch and fly strong global brands, no matter the headwinds. My book contains many examples, visuals, and tools for you to use in analyzing your situation and discussing your aspirations with fellow executives, board members, and direct reports. My goal is to enable heads of business units and managers to navigate effectively and profitably in todays global marketscape.

Url: https://link.springer.com/book/10.1057/978-1-349-94994-6

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Authors: Steenkamp, Jan-Benedict

Publisher: Palgrave Macmillan

Publisher Location: London, UK

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Data Collections: IPUMS CPS

Topics: Other

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