Brand Building and Marketing in Key Emerging Markets

Name: Brand Building and Marketing in Key Emerging Markets
Author: Niklas Schaffmeister

A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil

Gebonden Engels 2015 9783319194813

60,99

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Samenvatting

This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world.

Specificaties

ISBN13:9783319194813

Taal:Engels

Bindwijze:gebonden

Uitgever:Springer International Publishing

Hoofdrubriek:Strategisch management, Reclame en verkoop, Marketing

Serie:Management for Professionals

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Inhoudsopgave

Part I: Introduction: Introduction.- The New Paradigm - Market-Driven Approach and Need for a One-World-Strategy.- Commonalities and Differences of the Large Emerging Markets.- Part II: External Environment: Understanding the BRIC Markets: China - Dancing with the Red Dragon.- India - The Emerging Star.- Russia - A Power Beyond Raw Materials.- Brazil - The Green Giant.- Part III: BRIC Branding Framework: Strategies for Successful Brand Building and Marketing in the Key Emerging Markets.- Beyond the BRICs - A Closing Remark.