| 000 -LEADER |
|---|
| fixed length control field |
01632nam a2200229 a 4500 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781137467591 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
150526n 000 0 eng d |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126100808.0 |
| CONTROL NUMBER |
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| control field |
60791 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kumar, Nirmalya |
| TITLE STATEMENT |
|---|
| Title |
Brand breakout : |
| Remainder of title |
how emerging market brands will go global |
| Statement of responsibility, etc |
Nirmalya Kumar, Jan-Benedict E. M. Steenkamp |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Hampshire : |
| Name of publisher, distributor, etc |
Palgrave Macmillan, |
| Date of publication, distribution, etc |
c2015. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xx, 256 p. : |
| Other physical details |
ill. ; |
| Dimensions |
24 cm. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
Written by the world's leading thinkers on brand strategy, this updated paperback edition looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with Western brands |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Introduction 1. The Asian Tortoise Route: Migrating to Higher Quality and Brand Premium 2. The Business to Consumer Route: Leveraging B2B Strengths in B2C Markets 3. The Diaspora Route: Following Emigrants into the World 4. The Brand Acquisition Route: Buying Global Brands from Western Multinationals 5. The Positive Campaign Route: Overcoming Negative Country of Origin Associations 6. The Cultural Resources Route: Positioning on Positive Cultural Myths 7. The Natural Resources Route: Branding Commodities in Four Steps 8. The National Champions Route: Leveraging Strong Support From the State Conclusion: Looking Ahead |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand name products |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) Brand name products. Branding (Marketing) -- Developing countries |
| Source of heading or term |
sears |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Steenkamp, Jan-Benedict E. M. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |