Mardigian Library
Ask a QuestionMy Library Account
Search Library Catalog - Books, DVDs & More
Limit to available
More Searches
   
Limit results to available items
Find more results:
Search MelCat
More Information
  
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

Mardigian Library, 4901 Evergreen Rd.
Dearborn, MI 48128-1491 313-593-5400 fax 313-593-5561
ask-a-question@umd.umich.edu
The Regents of the University of Michigan | Non-Discrimination Policy
Copyright © The University of Michigan - Dearborn • 4901 Evergreen Road • Dearborn, Michigan 48128 • 313-593-5000
The University of Michigan - Ann Arbor | The University of Michigan - Flint | SITEMAP | DIRECTORY | CONTACT