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Chattopadhyay, Amitava
The new emerging market multinationals : four strategies for disrupting markets and building brands / Amitava Chattopadhyay and Rajeev Batra with Aysegul Ozsomer
New York, NY : McGraw-Hill, c2012
book jacket
Location Call Number Status
 3rd Floor  HF5415.1255 .C478 2012    AVAILABLE
Subject(s) Branding (Marketing)
Strategic planning
Physical Description xii, 335 p. ; 24 cm
Note Includes bibliographical references (p. 303-320) 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
NOTE 521046
Alternate Author Batra, Rajeev
Ozsomer, Aysegul

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