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AMITAVA CHATTOPADHYAY is the L’Oréal Chaired Professor of Marketing-Innovation and Creativity at INSEAD. He has served as a branding consultant for firms in the Americas, Asia, Africa, and Europe.
RAJEEV BATRA is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan. He has researched, taught, and consulted on global branding, emerging markets, and marketing topics for 30 years.
AYSEGUL OZSOMER is an associate professor of marketing at Koç University, Istanbul, Turkey. Her research focuses on standardization-adaptation issues and performance implications, market orientation, and global brand management.
The book should prove to be a rich repertoire of case studies for academics and researchers.
These business leaders have challenged the existing order and built very successful branded businesses across a range of global industries.
I would highly recommend anyone who is interested in branding and international business to read this book.
Excellent book with a lot of takeaways from real business challenges. Certainly one of the best books of its genre. I also took International Marketing from Prof. Read morePublished 3 days ago by aog
This book, written by some of the most distinguished marketing scholars in the world, provides great insight into the brand building strategies of some of the most successful... Read morePublished 2 months ago by Robert
This is a good book about Indian and Turkish (and some other emerging country MNCs) and their internationalisation. Read morePublished 8 months ago by Jackal
I find this book very informative and insightful. Meanwhile, it's easy to read and quite engaging. This is definitely one of the best business books I've read in recent years! Read morePublished 22 months ago by Kuangjie Zhang
This is an important book both for its innovative ideas and for the deep research that these ideas are based on. Read morePublished 24 months ago by Dipankar Chakravarti
There are a very few marketing and/or strategy books I can actually finish reading, mainly because many of the books state the obvious. This one is a true exception. Read morePublished on February 7, 2013 by Monica
How are relatively small, under-funded firms in emerging markets managing to successfully compete with much larger, entrenched global marker leaders? Read morePublished on December 29, 2012 by Kate White
The last few years have seen an explosion of successful multi-national companies from emerging countries. Read morePublished on December 3, 2012 by Jaideep Sengupta
This is a timely read from three individuals that have true expertise to provide insight on the issue of emerging market brands. Read morePublished on December 1, 2012 by Darren Dahl