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Brand Breakout. How Emerging Market Brands Will Go Global

Door Nirmalya Kumar

Categorie
Economie & Management
Boeknummer
#200220
Titel
Brand Breakout. How Emerging Market Brands Will Go Global
Auteur
Kumar, Nirmalya
Boektype
Gebonden hardcover met stofomslag
Uitgeverij
Palgrave Macmillan Ltd
Jaar van uitgave
2013
ISBN10
1137276614
ISBN13
9781137276612
Taal
Engels
Samenvatting
World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. Brand Breakout outlines eight strategies - including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources - that will take brands from domestic dominance to worldwide triumphominance cultural resources rand will go global. kground .
For each strategic route, Kumar and Steenkamp examine the most effective implementation as well as identifying the problems that companies will face and how these can be overcome. Full of case studies from around the world including HTC, Tata Motors, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, the authors demonstrate that their strateg... (Lees verder)ies and underlying strategic brand-building principles are here to stay.
Brand Breakout is not only a practical and enlightening guide for emerging market brands but crucial reading for Western companies who should not underestimate the challenge coming from these up-and-coming international businesses. By understanding their strategies and success factors, Western companies can plot their counter-strategies for this new business environment.
In this engaging and illuminating book, Brand Breakout equips readers with the knowledge and techniques so that their brand can finally go global.
Pagina's
256
Conditie
Goed — Hoekjes van twee bladzijden gevouwen
Prijs
€ 12,50

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