Yerelden Küresele Marka Yolculugu

by Nirmalya Kumar

Dunyaca unlu pazarlama uzmanlari Nirmalya Kumar ve Jan-Benedict Steenkamp, gelismekte olan tuketici markalarinin uluslararasi pazarlarda basariya ulasmasi adina bir plan icin yola cikiyor. Brand Breakout, markalari ic Pazar baskisindan koruyup dunya capinda bir zafere ulastiracak sekiz strateji oneriyor. Her bir stratejik rota icin Kumar ve Steenkamp, sirketlerin yuzlesegi problemleri ve problemlerin ustesinden nasil geleceklerini tanimladigi gibi en etkili uygulamalari da inceliyor. Dunyanin dort bir yanindan derledikleri HTC, Tata Motors, Samsung, Lenovo, Pearl River Piano, Havaianas ve Corona gibi tum ornek calismalarda yazarlar bu sirketlerin stratejilerini gosteriyor ve stratejik marka yaratma ilkelerinin altini ciziyor. (Tanitim Bulteninden)

Genres: Business

261 pages, Paperback

First published January 1, 2013

Reviews

[Khanh Do]

An excellent book on branding, especially for emerging markets which lack of many core capabilities. The author has layed out many practical strategies as well as management tips for emerging giants to go global (hopefully) successfully. The book also emphasizes strongly on how building a brand might bring tremendous results to not only the company but also the nation in general.
It would be better if the book draws more examples from other emerging markets besides China. For instance, how other rich in culture countries such as Thailand and Indonesia building their brands based on culture aspects.

[Tirath]

A very thought provoking book. Got it coz Sanjay Bakshi recommended it.
Not often that one can read up on emerging market brands, and / or global brands.
Forces the reader to think of the evolution of some countries/ their industries/ their companies... and what might happen next with Indian or Chinese or other companies.
Puts a twist to the thoughts behind competitive advantage and branding.
Very interesting categorizations via chapters makes this book an easy read.

[Rohan Pinto]

Examples interwoven to engage the readers and provides readers with framework as to options / ways in which the emerging markets brands succeeded in their pursuit

[Shobhna]

A very insightful book on marketing strategy for domestic as well as global players.