Brand breakout: How emerging market brands will go global

Author

Nirmalya KUMAR, Singapore Management UniversityFollow
Jan-Benedict E. M. STEENKAMP

Publication Type

Book

Publication Date

1-2013

Abstract

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.

Keywords

Brands, branding, marketing, Asia

Discipline

Asian Studies | Marketing

Research Areas

Marketing

First Page

1

Last Page

256

ISBN

9781137276612

Identifier

10.1057/9781137276629

Publisher

Palgrave Macmillan

City or Country

Basingstoke

Citation

KUMAR, Nirmalya and STEENKAMP, Jan-Benedict E. M.. Brand breakout: How emerging market brands will go global. (2013). 1-256.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5211

Comments

Translation rights in Simplified Chinese, Dutch and Turkish

Additional URL

https://doi.org/10.1057/9781137276629