Brand Building and Marketing in Key Emerging Markets - A Practitioner's Guide to Successful Brand Growth in China, India, Russia and Brazil

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.

Sommario

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.

Dettagli sul prodotto

• Autori: Niklas Schaffmeister
• Editore: Springer, Berlin
• Titolo originale: Erfolgreicher Markenaufbau in den großen Emerging Markets
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 23.08.2016
• EAN: 9783319367699
• ISBN: 978-3-31-936769-9
• Pagine: 405
• Dimensioni: 156 mm x 23 mm x 235 mm
• Peso: 652 g
• Illustrazioni: XX, 405 p.
• Serie: Management for Professionals
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, Management, B, Globalization, Leadership, Market research, Business and Management, Business Strategy/Leadership, International business, Markets, Emerging Markets/Globalization, business strategy, Market Research/Competitive Intelligence, Management science, Development economics and emerging economies