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Global Brand Strategy

Overview of attention for book
Cover of 'Global Brand Strategy'

Table of Contents

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    Book Overview
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    Chapter 1 The Cambrian Explosion of Brands
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    Chapter 2 The COMET Framework: How Global Brands Create Value
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    Chapter 3 Customer Propositions for Global Brands
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    Chapter 4 Global Marketing Mix Decisions: Global Integration, Not Standardization
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    Chapter 5 Global Brand Building in the Digital Age
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    Chapter 6 Organizational Structures for Global Brands
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    Chapter 7 Global Brand Management
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    Chapter 8 Corporate Social Responsibility
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    Chapter 9 Global Brand Equity
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    Chapter 10 Global Brands and Shareholder Value
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    Chapter 11 The Future of Global Brands
Attention for Chapter 7: Global Brand Management
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Citations

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