Dspace @ IIM Kozhikode

Browsing by Subject "Brand Building"

Browsing by Subject "Brand Building"

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  • Internet based viral marketing for global competition: The road ahead 
    Patel, Naresh (Indian Institute of Management Kozhikode, 2007-05-19)
    The Internet has become the new battlefield for marketing competitors. No longer an experimental media vehicle for computer geeks, it is mainstream and turning into the jumping-offpoint of creative exploration in marketing.
  • TAKING A BRAND GLOBAL 
    Panda, Tapan Kumar (Business Line - Catalyst- Hindu Magazine, 2002-09-19)
    The strategy to develop a global brand depends on two key factors i.e. the domestic compulsion and the global market opportunity. Entry and success of various multinationals in different emerging markets including India ...