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, NY : McGraw-Hill, ©2012.

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Details

Additional Authors
  • Batra, Rajeev.
  • Ozsomer, Aysegul.
Description
xii, 335 pages; 24 cm
Summary
"Renowned experts in global branding and marketing, the authors of The new emerging-market multinationals conducted an in-depth study of 39 EMNCs to reveal the innovative complete-from-below strategies and tactics fueling these companies' meteoric rise"--Jacket.
Subject
  • Branding (Marketing)
  • Strategic planning
  • branding
  • Multinationales Unternehmen
  • Strategische Planung
  • Markenpolitik
  • Strategisk planering
  • Schwellenländer
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
  • 0071782893
  • 9780071782906
  • 0071782907
LCCN
2012015325
OCLC
  • ocn768172700
  • 768172700
  • SCSB-1658174
Owning Institutions
Princeton University Library