Saved in:
| Main Authors: | , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Old Tappan, New Jersey
Pearson Education
2015
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| Subjects: | |
| Links: | https://learning.oreilly.com/library/view/-/9780134194486/?ar |
| Summary: | New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors' 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature's proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You'll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students. |
| Item Description: | Online resource; title from title page (Safari, viewed July 30, 2015) |
| Physical Description: | 1 Online-Ressource (1 volume) illustrations |
| ISBN: | 9780134194509 0134194500 9780134194486 |
Staff View
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| discipline | Wirtschaftswissenschaften |
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| spelling | Light, Larry VerfasserIn aut New brand leadership managing at the intersection of globalization, localization, and personalization Larry Light, Joan Kiddon Managing at the intersection of globalization, localization, and personalization Old Tappan, New Jersey Pearson Education 2015 1 Online-Ressource (1 volume) illustrations Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Online resource; title from title page (Safari, viewed July 30, 2015) New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors' 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature's proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You'll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students. Branding (Marketing) Management Marketing Management Advertising Management Stratégie de marque ; Gestion Marketing ; Gestion Publicité ; Gestion BUSINESS & ECONOMICS ; Industrial Management BUSINESS & ECONOMICS ; Management BUSINESS & ECONOMICS ; Management Science BUSINESS & ECONOMICS ; Organizational Behavior Branding (Marketing) ; Management Advertising ; Management Marketing ; Management Kiddon, Joan 1949- VerfasserIn aut |
| spellingShingle | Light, Larry Kiddon, Joan 1949- New brand leadership managing at the intersection of globalization, localization, and personalization Branding (Marketing) Management Marketing Management Advertising Management Stratégie de marque ; Gestion Marketing ; Gestion Publicité ; Gestion BUSINESS & ECONOMICS ; Industrial Management BUSINESS & ECONOMICS ; Management BUSINESS & ECONOMICS ; Management Science BUSINESS & ECONOMICS ; Organizational Behavior Branding (Marketing) ; Management Advertising ; Management Marketing ; Management |
| title | New brand leadership managing at the intersection of globalization, localization, and personalization |
| title_alt | Managing at the intersection of globalization, localization, and personalization |
| title_auth | New brand leadership managing at the intersection of globalization, localization, and personalization |
| title_exact_search | New brand leadership managing at the intersection of globalization, localization, and personalization |
| title_full | New brand leadership managing at the intersection of globalization, localization, and personalization Larry Light, Joan Kiddon |
| title_fullStr | New brand leadership managing at the intersection of globalization, localization, and personalization Larry Light, Joan Kiddon |
| title_full_unstemmed | New brand leadership managing at the intersection of globalization, localization, and personalization Larry Light, Joan Kiddon |
| title_short | New brand leadership |
| title_sort | new brand leadership managing at the intersection of globalization localization and personalization |
| title_sub | managing at the intersection of globalization, localization, and personalization |
| topic | Branding (Marketing) Management Marketing Management Advertising Management Stratégie de marque ; Gestion Marketing ; Gestion Publicité ; Gestion BUSINESS & ECONOMICS ; Industrial Management BUSINESS & ECONOMICS ; Management BUSINESS & ECONOMICS ; Management Science BUSINESS & ECONOMICS ; Organizational Behavior Branding (Marketing) ; Management Advertising ; Management Marketing ; Management |
| topic_facet | Branding (Marketing) Management Marketing Management Advertising Management Stratégie de marque ; Gestion Marketing ; Gestion Publicité ; Gestion BUSINESS & ECONOMICS ; Industrial Management BUSINESS & ECONOMICS ; Management BUSINESS & ECONOMICS ; Management Science BUSINESS & ECONOMICS ; Organizational Behavior Branding (Marketing) ; Management Advertising ; Management Marketing ; Management |
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