Global Brand Strategy: World-Wise Marketing in the Age of Branding
暫譯: 全球品牌策略:品牌時代的全球行銷

Steenkamp, Jan-Benedict

  • 出版商: Palgrave MacMillan
  • 出版日期: 2017-01-19
  • 售價: $2,070
  • 貴賓價: 9.5$1,967
  • 語言: 英文
  • 頁數: 319
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 1349949930
  • ISBN-13: 9781349949939
  • 相關分類: 商業管理類
  • 無法訂購

相關主題

商品描述

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 that your brand will prosper globally.

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. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses.

The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what's their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed?

World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today.

With case studies from around the world, Steenkamp's book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

商品描述(中文翻譯)

Steenkamp 介紹了全球品牌價值鏈,並解釋了品牌權益如何影響股東價值。這本書為高層主管提供了發展策略、組織執行和衡量結果的技術,以便讓您的品牌在全球蓬勃發展。

強大的全球品牌有什麼特別之處?首先,它們在本土市場以外產生超過一半的收入和大部分的增長。其次,它們的品牌權益對公司市場價值的貢獻佔據了巨大的百分比。第三,它們在全球各地以單一品牌運營。我們可以在 B2C 和 B2B 行業中找到它們,無論是大型公司還是小型企業,無論是成熟公司還是新創企業。

這些品牌的管理者擁有一套技能和知識,使他們與典型的企業行銷人員區別開來。那麼,他們的秘密是什麼?在一個正在全球化但尚未完全全球化的世界中,您如何建立一個強大的全球品牌,使其在全球範圍內引起共鳴,同時又能適應當地的細微差別?您如何確保它足夠動態和靈活,以便能夠以市場速度變化?

世界級行銷專家 Jan-Benedict Steenkamp 在六大洲研究全球品牌超過 25 年。他將這些實踐提煉成八個工具,您可以立即開始使用。

Steenkamp 的書籍結合了來自世界各地的案例研究,內容引人深思且恰逢其時。《全球品牌策略》針對三類 B2C 和 B2B 管理者:那些希望加強已經強大的全球品牌的人,那些希望全球推出品牌並取得成果的人,以及那些需要振興其全球品牌並停止損失的人。

作者簡介

Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina's Kenan-Flagler Business School, Executive Director of AiMark, and Fellow at iSIG, Fudan University (Shanghai). Jan-Benedict has received an honorary doctorate and an array of lifetime achievement honors, including from the Royal Netherlands Academy of Sciences and the American Marketing Association. He is rated the most influential marketing scholar in the last decade. He is a valued banding and strategy consultant and his work has been featured in the Harvard Business Review, The Wall Street Journal, The Financial Times, The Economist, The New York Times, and numerous other outlets.

作者簡介(中文翻譯)

Jan-Benedict E.M. Steenkamp 是北卡羅來納大學 Kenan-Flagler 商學院的 C. Knox Massey 傑出行銷教授及行銷領域主席,AiMark 的執行董事,以及復旦大學 (上海) iSIG 的研究員。Jan-Benedict 獲得了榮譽博士學位及多項終身成就獎,包括來自荷蘭皇家科學院和美國行銷協會的獎項。他被評為過去十年中最具影響力的行銷學者。他是一位受重視的品牌與策略顧問,其研究成果曾在《哈佛商業評論》、《華爾街日報》、《金融時報》、《經濟學人》、《紐約時報》及其他多個媒體上刊登。