1 option
Brand Building and Marketing in Key Emerging Markets : A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil / by Niklas Schaffmeister.
- Format:
- Book
- Author/Creator:
- Schaffmeister, Niklas, Author.
- Series:
- Management for Professionals, 2192-8096
- Language:
- English
- Subjects (All):
- Marketing.
- Globalization.
- Markets.
- Leadership.
- Marketing research.
- Emerging Markets/Globalization.
- Business Strategy/Leadership.
- Market Research/Competitive Intelligence.
- Local Subjects:
- Marketing.
- Emerging Markets/Globalization.
- Business Strategy/Leadership.
- Market Research/Competitive Intelligence.
- Physical Description:
- 1 online resource (418 p.)
- Edition:
- 1st ed. 2015.
- Place of Publication:
- Cham : Springer International Publishing : Imprint: Springer, 2015.
- Language Note:
- English
- Summary:
- 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.
- Contents:
- 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.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references at the end of each chapters.
- ISBN:
- 3-319-19482-8
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.