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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| Autore: |
Schaffmeister Niklas
|
| 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
|
| Pubblicazione: | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2015 |
| Edizione: | 1st ed. 2015. |
| Descrizione fisica: | 1 online resource (418 p.) |
| Disciplina: | 658.802 |
| Soggetto topico: | Marketing |
| Globalization | |
| Markets | |
| Leadership | |
| Market research | |
| Emerging Markets/Globalization | |
| Business Strategy/Leadership | |
| Market Research/Competitive Intelligence | |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references at the end of each chapters. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | Brand Building and Marketing in Key Emerging Markets |
| ISBN: | 3-319-19482-8 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910298486703321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Management for Professionals, . 2192-8096