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| Link zu diesem Datensatz | https://d-nb.info/1352019051 |
| Titel | Marketing Cases from Emerging Multinational Enterprises (eMNEs) : National Brands Asserting Themselves on the Global Stage / edited by Zafar U. Ahmed, Omer F. Genc |
| Person(en) |
Ahmed, Zafar U. (Herausgeber) Genc, Omer F. (Herausgeber) |
| Organisation(en) | SpringerLink (Online service) (Sonstige) |
| Ausgabe | 1st ed. 2024 |
| Verlag | Cham : Springer Nature Switzerland, Imprint: Springer |
| Zeitliche Einordnung | Erscheinungsdatum: 2024 |
| Umfang/Format | Online-Ressource, VIII, 435 p. 132 illus., 126 illus. in color. : online resource. |
| Andere Ausgabe(n) |
Printed edition:: ISBN: 978-3-031-63393-5 Printed edition:: ISBN: 978-3-031-63395-9 Printed edition:: ISBN: 978-3-031-63396-6 |
| Inhalt | Introduction Role of Emerging Markets in Global Economy -- The Resurgence of the Air India Brand under Tata Group's Leadership Revitalizing Legacy Skies -- South African Airways Hope for a Brighter Future -- The Case of Turkish Airlines Rise of a Global Brand -- Qatar Airways Building a Global Brand by Providing a Memorable Experience -- What Happened to Thai Airways Revamping its Battered Global Brand -- Vietnam Airlines Revamping its Global Brand -- How AirAsia is Building its Brand on the Global Stage -- Thai Airways Augmenting a Global Brand -- Vietnamese Car (Vinfast) Building a Global Brand -- Lulu (UAE)Building a Global Brand -- Sohar University (Oman)Building a Knowledge Nation and a Global Brand -- University Malaysia Pahang Sultan Al Idris Building a Global Brand -- The Vietnam Cacao Brand Odyssey -- Wipro Striving to Become a Global Brand -- Proton Malaysia Building a Global Brand -- Dilmah Tea (Sri Lanka) Building a Global Brand -- Telin An Indonesia Multinational Challenging the World -- Ocean Basket (South Africa) Affordable Delicious Seafood Every Day for the Global Market -- From Local Roots to Global Heights Strategic Blueprint of Habib Bank Limited (HBL) -- Zanzibar State Trading Corporation Building a Global Brand for Clove and Essential Oils -- Conclusion Lessons from Emerging Markets Multinational Enterprises (eMNEs) |
| Persistent Identifier |
URN: urn:nbn:de:101:1-2412240307372.898312653377 DOI: 10.1007/978-3-031-63394-2 |
| URL | https://doi.org/10.1007/978-3-031-63394-2 |
| ISBN/Einband/Preis | 978-3-031-63394-2 |
| Sprache(n) | Englisch (eng) |
| Beziehungen | Springer Business Cases |
| Schlagwörter | Schwellenländer ; Multinationales Unternehmen ; Exportwerbung ; Internationales Marketing ; Markenpolitik ; Emerging Market |
| DDC-Notation | 658.827 (maschinell ermittelte DDC-Kurznotation) |
| Sachgruppe(n) | 650 Management |
| Online-Zugriff | Archivobjekt öffnen |
Treffer 2 von 139
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