04053nam 22007335 450 991029848670332120200920151944.03-319-19482-810.1007/978-3-319-19482-0(CKB)3710000000486854(EBL)4095844(SSID)ssj0001583924(PQKBManifestationID)16264387(PQKBTitleCode)TC0001583924(PQKBWorkID)14866061(PQKB)10964033(DE-He213)978-3-319-19482-0(MiAaPQ)EBC4095844(PPN)19052359X(EXLCZ)99371000000048685420151009d2015 u| 0engur|n|---|||||txtccrBrand Building and Marketing in Key Emerging Markets A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil /by Niklas Schaffmeister1st ed. 2015.Cham :Springer International Publishing :Imprint: Springer,2015.1 online resource (418 p.)Management for Professionals,2192-8096Description based upon print version of record.3-319-19481-X Includes bibliographical references at the end of each chapters.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.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.Management for Professionals,2192-8096MarketingGlobalizationMarketsLeadershipMarket researchMarketinghttps://scigraph.springernature.com/ontologies/product-market-codes/513000Emerging Markets/Globalizationhttps://scigraph.springernature.com/ontologies/product-market-codes/525010Business Strategy/Leadershiphttps://scigraph.springernature.com/ontologies/product-market-codes/515010Market Research/Competitive Intelligencehttps://scigraph.springernature.com/ontologies/product-market-codes/513030Marketing.Globalization.Markets.Leadership.Market research.Marketing.Emerging Markets/Globalization.Business Strategy/Leadership.Market Research/Competitive Intelligence.658.802Schaffmeister Niklasauthttp://id.loc.gov/vocabulary/relators/aut1064993MiAaPQMiAaPQMiAaPQBOOK9910298486703321Brand Building and Marketing in Key Emerging Markets2542191UNINA