BRAND BREAKOUT: HOW EMERGING MARKET BRANDS WILL GO GLOBAL KUMAR, NIRMALYA
Publication details: NEW YORK PALGRAVE MACMILLAN 2013Description: XV, 256 HARDISBN:- 978-1-137-27661-2
- 658.827
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
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Book
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Main Library | MARKETING | 658.827/NIR/STE/21741 (Browse shelf(Opens below)) | Available | 11121741 |
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| 658.81/T2S/118 MANAGING THE SALESMAN & SALES | 658.827/IBN/220 BRAND THAT MADE IN INDIA | 658.827/MUT/CHA/185 BUILDING SUCCESSFUL BRANDS IN THE 21ST CENTURY | 658.827/NIR/STE/21741 BRAND BREAKOUT: HOW EMERGING MARKET BRANDS WILL GO GLOBAL | 658.8342/T2S/121 CUSTOMER SERVICE | 658.8342/UND/520 WHY WE BUY THE SCIENCE OF SHOPPING CD - 01 TO 07 | 658.8342/UND/521 WHY WE BUY THE SCIENCE OF SHOPPING CD - 01 TO 07 |
Introduction
1. The Asian Tortoise Route: Migrating to higher quality and brand premium
2. The Business to Consumer Route: Leveraging B2B strengths in B2C markets
3. The Diaspora Route: Following emigrants into the world
4. The Brand Acquisition Route: Buying global brands from Western multinationals
5. The Positive Campaign Route: Overcoming negative country of origin associations
6. The Cultural Resources Route: Positioning on positive cultural myths
7. The Natural Resources Route: Branding Commodities in four steps
8. The National Champions Route: Leveraging strong support from the state
Conclusion: Looking Ahead
Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.
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