Brand Building and Marketing in Key Emerging Markets
A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
Business & Finance, Management & Leadership, Management, Marketing & Sales
| Author: | Niklas Schaffmeister | ISBN: | 9783319194820 |
| Publisher: | Springer International Publishing | Publication: | October 9, 2015 |
| Imprint: | Springer | Language: | English |
| Author: | Niklas Schaffmeister |
| ISBN: | 9783319194820 |
| Publisher: | Springer International Publishing |
| Publication: | October 9, 2015 |
| Imprint: | Springer |
| Language: | English |
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.
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.
