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Brand Breakout: How Emerging Market Brands Will Go Global

By: Contributor(s): Material type: TextTextPublication details: Palgrave Macmillan 2015 HampshireDescription: 256pISBN:
  • 9781137467591
Subject(s): DDC classification:
  • 658.827 KUM
List(s) this item appears in: Nirmalya Kumar
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Item type Current library Item location Collection Call number Status Date due Barcode Item holds
Book Book NIMA Knowledge Centre 6th Floor Reading Zone General 658.827 KUM (Browse shelf(Opens below)) Available M0032948
Total holds: 0

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

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