The Global Brand CEO: Building The Ultimate Marketing Machine
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; (2001 - 2008)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 (2008-2010)'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 (1999 - 2008)