The new emerging market multinationals : four strategies for disrupting markets and building brands
Amitava Chattopadhyay and Rajeev Batra, with Aysegul Ozsomer
| Year of publication: |
c 2012
|
|---|---|
| Authors: | Chattopadhyay, Amitava ; Batra, Rajeev |
| Other Persons: | Ozsomer, Aysegul (contributor) |
| Publisher: |
New York, NY [u.a.] : McGraw-Hill |
| Subject: | Markenführung | Brand management | Markenartikel | Brand | Strategisches Management | Strategic management | Multinationales Unternehmen | Emerging Market | Markenpolitik | Strategische Planung | Internationales Marketing | Marketingstrategie |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XII, 335 S. Ill. |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index Acknowledgments -- Introduction and overview -- Choosing consumer segments and expanding internationally -- Strategic competency building -- International expansion through acquisitions -- Brand-building strategies and road map -- Building brand awareness on limited budgets -- Building perceptions of high quality, leadership,and trust -- Global brand associations and architecture -- Managing a global or regional brand -- Key takeaways. |
| ISBN: | 0-07-178289-3 ; 978-0-07-178289-0 ; 978-0-07-178290-6 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009565937