Global brand strategy : world-wise marketing in the age of branding / Jan-B...

Livre | Steenkamp, Jan-Benedict E.M. (19..-....) | 2017

"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 execution, and measuring results so th...

Managing brands in 4D : understanding perceptual, emotional, social and cul...

Livre | Pogorzelski, Jacek. Auteur | 2018

Six rules of brand revitalization : learn the most common branding mistakes...

Livre | Light, Larry. Auteur | 2016 - Second edition

Global brand management : a guide to developing, building and managing an i...

Livre | Minsky, Laurence. Auteur | 2020

La quatrième de couverture indique : "In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition, yet in practice it takes an enormous amount of strategic planning and adaptab...

Brand management : mastering research, theory and practice / Tilde Heding, ...

Livre | Heding, Tilde. Auteur | 2020 - Third Edition.

La quatrième de couverture indique : "Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going...

Disruptive branding : how to win in times of change / Jacob Benbunan, Gabor...

Livre | Benbunan, Jacob. Auteur | 2019

Introduction : why it is vital to explore disruptive branding. Convergence and divergence : what change means for brands. What makes you tick : define what drives your organization. Strategy made visible : bring your idea alive th...