Global Brand Power

• Utgivningsdatum: 2013-03-05
• Mått: 140 x 216 x 13 mm
• Vikt: 192 g
• Format: Häftad
• Språk: Engelska
• Antal sidor: 132
• Förlag: Wharton Digital Press
• ISBN: 9781613630266

• Reklam
• Försäljning och marknadsföring

Barbara E. Kahn is Patty and Jay H. Baker Professor of Marketing at The Wharton School at the University of Pennsylvania. She served two terms as the director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton in 2011, Barbara served as the dean and Schein Professor of Marketing at the School of Business Administration, University of Miami, Miami, Florida. Before becoming dean at UM, she spent 17 years at Wharton as Silberberg Professor of Marketing. She was also vice dean of the Wharton undergraduate program. Barbara is an internationally recognized scholar on retailing, variety seeking, brand loyalty, product assortment and design, and consumer and patient decision-making. She has published more than 75 articles in leading academic journals. She is the author of The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption and Global Brand Power: Leveraging Branding for Long-Term Growth. She is also the coauthor of Grocery Revolution: The New Focus on the Consumer. Barbara has been elected president of the Association for Consumer Research, elected president of the Journal of Consumer Research (JCR) Policy Board, and selected as a Marketing Science Institute trustee. She was also an associate editor at JCR, Journal of Marketing, and Marketing Science. She has recently been elected as a fellow for both the Association of Consumer Research and the Society of Consumer Psychology. Barbara received her PhD, MBA, and MPhil from Columbia University, and her BA from the University of Rochester.

"Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader." --Terry J. Lundgren, chairman, president, CEO and Chief Customer Officer, Macy's, Inc. "Great global brands have to be built and don't happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book." --Roger Farah, President and COO, Ralph Lauren Corporation "In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn's Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth." --George Feldenkreis, Chairman and CEO, Perry Ellis International "Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers." --Philip McGee, Director, Shopping Insights, Campbell Soup Co.

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