The New Emerging Market Multinationals : Four Strategies for Disrupting Markets and Building Brands By Chattopadhyay, Amitava / Batra, Rajeev / Ozsomer, Aysegul Publisher : McGraw-Hill Published Date : 2012/05 Binding : Hardcover ISBN : 9780071782890 BookWeb Price : THB 1,260.00 Kinokuniya Privilege Card member price : THB 1,134.00 Availability Status : Our fulfillment centre has the item in stock. Usually dispatches within 3 working days. Language : English

 
Acknowledgments                                    ix
Introduction and Overview                          1  (26)
    1 Choosing Consumer Segments and Expanding     27 (36)
    Internationally
    2 Strategic Competency Building                63 (34)
    3 International Expansion Through              97 (36)
    Acquisitions
    4 Brand-Building Strategies and Road Map       133(24)
    5 Building Brand Awareness on Limited          157(20)
    Budgets
    6 Building Perceptions of High Quality,        177(22)
    Leadership, and Trust
    7 Global Brand Associations and Architecture   199(26)
    8 Managing a Global or Regional Brand          225(36)
    9 Key Takeaways                                261(30)
Appendix: Company Descriptions                     291(12)
Notes                                              303(18)
Index                                              321