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 / Amitava Chattopadhyay and Rajeev Batra, with Aysegul Ozsomer.
Author
Chattopadhyay, Amitava.
Publication
New York : McGraw-Hill, c2012.

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TextUse in library HF5415.1255 .B397 2012Off-site

Details

Additional Authors
  • Batra, Rajeev.
  • Ozsomer, Aysegul.
Description
xii, 335 p. : ill.; 24 cm.
Subjects
Bibliography (note)
  • Includes bibliographical references and index.
Contents
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 (hbk.)
  • 0071782893 (hbk.)
  • 9780071782906 (e-ISBN)
  • 0071782907 (e-ISBN)
LCCN
2012015325
Owning Institutions
Princeton University Library