Today almost every marketer works on or competes against a global brand.
Think about it; only ten years ago things were very different. The Global Brand CEO, written by Kantar Vermeer’s Board members Marc de Swaan Arons and Frank van den Driest, is the first book to specifically focus on what it takes to win in global marketing. Building on over 20 years of practical experience, and having worked with the leaders of many of the world’s most successful global brands, the authors present a simple framework and practical tools that will help every global marketer unlock the value of global brands and ready their organization for accelerated growth.
The insights, vision and approach presented in this book are all practitioner endorsed; Some 45 of the world’s most successful CMOs contributed with examples and case studies and the recommendations are backed by the findings of Kantar Vermeer’s proprietary Leading Global Brands study which includes contributions from over 350 global brands, 3,500 global marketing leaders, and 35,000 global marketers and their colleagues.
I recommend this book to every global marketing leader. Over the last decade global marketing has become a whole different ball game. This is the first book I know of that addresses the key global marketing issues head on. The authors clearly build on broad and deep experience, and offer a unique view from within many of the most successful global marketing companies. —Jim Stengel – Global Marketing Officer, P&G
This book is a rare and extremely valuable contribution to help global companies manage their most valuable assets in multiple countries. There are few issues on the marketers agenda simultaneously so pertinent and so poorly documented as the management of global brands. Ignore these practical recommendations at your peril. —Simon Clift – Chief Marketing Officer, Unilever
‘The Global Brand CEO is a must-read for anyone involved in marketing a global brand. Leveraging its unique vantage point of deep experience and practice across an incredibly wide range of brands, companies and markets, this book brings you both proven theory and practical How To s that will enable you to immediately improve the effectiveness and efficiency of how you conduct your marketing role and develop your organization.’ —Rob Malcolm – President Global Marketing, Sales and Innovation, Diageo
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The recommendations within The Global Brand CEO are backed by the findings of Kantar Vermeer’s proprietary Leading Global Brands study, which includes contributions from over 300 global brands.