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Record Nr. |
UNINA9910298486703321 |
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Autore |
Schaffmeister Niklas |
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Titolo |
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 |
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Pubbl/distr/stampa |
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Cham : , : Springer International Publishing : , : Imprint : Springer, , 2015 |
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ISBN |
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Edizione |
[1st ed. 2015.] |
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Descrizione fisica |
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1 online resource (418 p.) |
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Collana |
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Management for Professionals, , 2192-8096 |
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Disciplina |
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Soggetti |
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Marketing |
Globalization |
Markets |
Leadership |
Market research |
Emerging Markets/Globalization |
Business Strategy/Leadership |
Market Research/Competitive Intelligence |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references at the end of each chapters. |
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Nota di contenuto |
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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. |
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Sommario/riassunto |
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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 |
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