Global Brand Strategy: World-wise Marketing in the Age of Branding
Global Brand Strategy explores world-wise marketing in the age of branding. Written by Jan-Benedict Steenkamp, it focuses on the international dimensions of brand strategy and offers a relevant resource for readers interested in marketing, branding, and global business.
About This Book
Global Brand Strategy focuses on the relationship between branding and marketing in a global context.
The book addresses world-wise marketing, emphasizing the international dimension of brand strategy.
It is suited to readers exploring how brands are approached across markets and business environments.
Written by Jan-Benedict Steenkamp, this title offers a focused introduction to global brand strategy.
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