Brand Breakout

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2013
ISBN: 978-1-137-27662-9
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Chapters in this book:

Introduction

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The Asian Tortoise Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The Business to Consumer Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The Diaspora Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The Brand Acquisition Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The Positive Campaign Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The Cultural Resources Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The Natural Resources Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

The National Champions Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

Conclusion

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-1-137-27662-9

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DOI: 10.1057/9781137276629

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