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
Cover of the book Brand Building and Marketing in Key Emerging Markets by Niklas Schaffmeister, Springer International Publishing
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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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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