Research Catalog

The new emerging market multinationals : four strategies for disrupting markets and building brands

Title
The new emerging market multinationals : four strategies for disrupting markets and building brands / by Amitava Chattopadhyay and Rajeev Batra, with Aysegul Ozsomer.
Author
Chattopadhyay, Amitava.
Publication
New York : McGraw-Hill, [2012], ©2012.

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Additional Authors
  • Batra, Rajeev.
  • Ozsomer, Aysegul.
Description
xii, 335 pages : illustrations; 24 cm
Subject
  • Branding (Marketing)
  • Strategic planning
Bibliography (note)
  • Includes bibliographical references and index.
Contents
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
  • 9780071782890 (alk. paper)
  • 0071782893 (alk. paper)
LCCN
  • 2012015325
  • 40021019265
OCLC
  • ocn768172700
  • 768172700
  • SCSB-9402876
Owning Institutions
Columbia University Libraries