Brand Breakout
How Emerging Market Brands Will Go Global| By: | Nirmalya Kumar; Jan-Benedict E. M Steenkamp |
| Publisher: | Springer Nature |
| Print ISBN: | 9781349446742 |
| eText ISBN: | 9781137276629 |
| Edition: | 0 |
| Copyright: | 2013 |
| Format: | Reflowable |
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Written by the world's leading thinkers on brand strategy, this book 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.