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Brand Breakout: How Emerging Market Brands Will Go Global
Brand Breakout How Emerging Market Brands Will Go Global
Author: Nirmalya Kumar, Jan-Benedict E.M Steenkamp
Ask a person on any street in the West to quickly name a brand from an emerging market and you will draw a blank. In fact, a study of western consumers revealed just how low the spontaneous recall of Chinese brands is; emerging market companies are painfully aware of this fact. Many leading companies from emerging markets feel that their country...  more »
ISBN-13: 9781137276612
ISBN-10: 1137276614
Publication Date: 7/23/2013
Pages: 256
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Publisher: Palgrave Macmillan
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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