Brand Building and Marketing in Key Emerging Markets A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
Başlık:
Brand Building and Marketing in Key Emerging Markets A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
Yazar:
Schaffmeister, Niklas. author.
ISBN:
9783319194820
Edisyon:
1st ed. 2015.
Fiziksel Niteleme:
XX, 405 p. 132 illus. online resource.
Seri:
Management for Professionals,
İçindekiler:
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.
Özet:
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.
Ek Kurum Yazar:
Elektronik Erişim:
http://dx.doi.org/10.1007/978-3-319-19482-0