Verfügbarkeit: Global brand strategy | Technische Universität München

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Bibliographische Detailangaben
Beteilige Person:	Steenkamp, Jan-Benedict E. M. (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	London Palgrave Macmillan [2017]
Schlagwörter:	Markenpolitik Welt Internationales Marketing
Links:	http://deposit.dnb.de/cgi-bin/dokserv?id=77841824c9c6424cb49604629e4a969e&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029416155&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xxiv, 319 Seiten Illustrationen, Diagramme 21.5 cm x 14.8 cm, 0 g
ISBN:	9781349949939

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Datensatz im Suchindex

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adam_text	Contents 1 Hie Cambrian Explosion of Brands 1 Part I Global Brand Building 15 2 The COMET Framework; How Global Brands Create Value 19 3 Customer Propositions for Global Brands 45 4 Global Marketing Mix Decisions: Global Integration, Not Standardization 75 5 Global Brand Building in the Digital Age 111 Part II Structures and Processes for Global Brand Building 149 6 Organizational Structures for Global Brands 151 xi Contents • * XII 7 Global Brand Management 181 8 Corporate Social Responsibility 209 Part III Global Brand Performance 239 9 Global Brand Equity 243 10 Global Brands and Shareholder Value 273 11 The Future of Global Brands 291 Appendix: Country Scores on Culture Map Scales 297 Index 301
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author	Steenkamp, Jan-Benedict E. M.
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illustrated	Illustrated
indexdate	2024-12-20T17:51:09Z
institution	BVB
isbn	9781349949939
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-029416155
oclc_num	976017627
open_access_boolean
owner	DE-92 DE-355 DE-BY-UBR DE-1049
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physical	xxiv, 319 Seiten Illustrationen, Diagramme 21.5 cm x 14.8 cm, 0 g
publishDate	2017
publishDateSearch	2017
publishDateSort	2017
publisher	Palgrave Macmillan
record_format	marc
spellingShingle	Steenkamp, Jan-Benedict E. M. Global brand strategy world-wise marketing in the age of branding Markenpolitik (DE-588)4144679-3 gnd Welt (DE-588)4065341-9 gnd Internationales Marketing (DE-588)4125431-4 gnd
subject_GND	(DE-588)4144679-3 (DE-588)4065341-9 (DE-588)4125431-4
title	Global brand strategy world-wise marketing in the age of branding
title_auth	Global brand strategy world-wise marketing in the age of branding
title_exact_search	Global brand strategy world-wise marketing in the age of branding
title_full	Global brand strategy world-wise marketing in the age of branding Jan-Benedict Steenkamp
title_fullStr	Global brand strategy world-wise marketing in the age of branding Jan-Benedict Steenkamp
title_full_unstemmed	Global brand strategy world-wise marketing in the age of branding Jan-Benedict Steenkamp
title_short	Global brand strategy
title_sort	global brand strategy world wise marketing in the age of branding
title_sub	world-wise marketing in the age of branding
topic	Markenpolitik (DE-588)4144679-3 gnd Welt (DE-588)4065341-9 gnd Internationales Marketing (DE-588)4125431-4 gnd
topic_facet	Markenpolitik Welt Internationales Marketing
url	http://deposit.dnb.de/cgi-bin/dokserv?id=77841824c9c6424cb49604629e4a969e&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029416155&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT steenkampjanbenedictem globalbrandstrategyworldwisemarketingintheageofbranding

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