Global Brand Strategy World-wise Marketing in the Age of Branding /
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...
|Main Author:||Steenkamp, Jan-Benedict.|
|Corporate Author:||SpringerLink (Online service)|
Palgrave Macmillan UK :
No Tags, Be the first to tag this record!