How global brands create firm value : the 4V model
Year of publication: |
2014
|
---|---|
Authors: | Steenkamp, Jan-Benedict E. M. |
Published in: |
International marketing review. - Bingley : Emerald Publishing Limited, ISSN 0265-1335, ZDB-ID 859767-4. - Vol. 31.2014, 1, p. 5-29
|
Subject: | Marketing strategy | Global marketing | Market segmentation | Brand value | Consumer culture | Global brands | Markenführung | Brand management | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markenimage | Brand image | Unternehmenswert | Firm value |
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