Jan-Benedict Steenkamp

Understand the strategies and business models used by hard discounters such as Aldi and Lidl, and learn techniques to remain competitive as they continue to disrupt the retail sphere. Meer

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. Meer