Jan-Benedict Steenkamp is professor in marketing, and he is an known author, and we know him just as professor Kevin Lane Keller and professor David Aaker. He is the excellent professor in marketing by Knox Massey by Kenan-Flagler Business School, University of North Carolina, Chapel Hill. And we should challenge everything coming from any angle, and not accept and defend anything unless there are reasons to that.
There are much to dwell with in any genre in science, and we can write about brand values, marketing and framing, brand planning, and much more. And there are some popular books of professor Jan-Benedict Steenkamp, and these are: «Time to Lead: Lessons for Today’s Leaders from Bold Decisions that Changed History (2020)». These things are what to be learned in the markets nowadays, and what should be learned from many things in the markets, and that marketing strategy and marketing analysis and brand management are central courses to dwell around. We can learn as leaders in dynamic and static markets, and we can adapt and form the markets just as we want. And we are using our personality to create new things. Professor Jan-Benedict Steenkamp is also teaching and learning us about retailing, and he has written the book: «The Retail Disruptors: The Spectacular Rise and Impact of the Hard Discounters (2018)». We are getting discounts in the markets some places being giving an incentive to buy more. And the more we are buying, the better will the situations be for organizations and nations. And we should run to buy, and doing things in fast ways, and the more we are buying in a time period, the better the situation is.
Branding and consumer evaluation and branding effects and brand processing and brand extensions are global, and we are finding the similar effects in local, regional, national and international markets, and all places the sellers are trying to convince the consumers about the excellent and the good things with the products, and products are the most important thing in markets. And the better quality there is on a product, the easier it is to sell is the price is acceptable or there is cheap products. And professor Jan-Benedict Steenkamp has written a book about that, and the name of that book is: «Global Brand Strategy: World-Wise Marketing in the Age of Branding (2017)». And the secrets in the markets and the secrets in the organizations, many of these are internal, and external effects happen when customers are telling each other about the brands and the products, and they are telling the firms about what impressions that should be done in markets. And Steenkamp has also written a book about private label strategy (2007), and that is the product information and the product identification that we find about products in the markets, either these products are local, regional, national and/or international. And professor Kevin Lane Keller and David Aaker are gurus in the markets, and they are telling the markets about brand equity and brand relevance. And the persons having the abilities and the capacities should tell the markets what to do, and we must be free and have away all kinds of controlling activities and the police, because we should be free in human mind to do sensible and emotional things that are putting the organization in question in the front.
So, what is a professor? You just have learned something, and you have a general and specific education about what to think, to feel and what to do. We are just knowing something, and we can know the whole world, or we can have limitations and boundaries in what to know, and seeing what we are seeing to enjoy life, and to do the things we are wishing. Branding has a long history. Branding in its earliest form dates all the way back to around 2000BC and was purely used to depict ownership. Farmers would brand their cattle to make them stand out from other livestock, and craftsmen would imprint symbols onto their goods to signify their origins.
We can use enourmously many books in marketing, branding, strategy, information, leadership, organizations and administration. And books are about telling you something about to understand something. We should in the long run be in organizations where there are enough development and research for our background!
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