000			01411 a2200181 4500
008			131018b xxu||||| |||| 00| 0 eng d
020			_a978-1-137-27661-2
082			_a658.827
100			_aKUMAR, NIRMALYA,: STEENKAMP, JAN-BENEDICT E.M. _911177
245			_aBRAND BREAKOUT: HOW EMERGING MARKET BRANDS WILL GO GLOBAL _cKUMAR, NIRMALYA
260			_aNEW YORK _bPALGRAVE MACMILLAN _c2013
300			_aXV, 256 _bHARD
505			_aIntroduction 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
520			_aWritten 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.
650			_aBRAND MANAGEMENT _911178
942			_2ddc _cBK
999			_c31455 _d31455