Brand Building and Marketing in Key Emerging Markets [electronic resource] : A Practitioner's Guide to Successful Brand Growth in China, India, Russia and Brazil

• Tác giả: Niklas Schaffmeister
• ISBN-13: 978-3319194820
• Ký hiệu phân loại: 658.8 Management of marketing
• Thông tin xuất bản: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Mô tả vật lý: XX, 405 p. 132 illus. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 302019
• Chủ đề: 1. Globalization; 2. International economic integration; 3. Leadership; 4. Marketing; 5. Strategic planning

Tóm tắt

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.