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Brand building and marketing in key emerging markets = a practitioner's guide to successful brand growth in China, India, Russia and Brazil /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Brand building and marketing in key emerging markets/ by Niklas Schaffmeister.
Reminder of title:	a practitioner's guide to successful brand growth in China, India, Russia and Brazil /
Author:	Schaffmeister, Niklas.
Published:	Cham :Imprint: Springer, : 2015.,
Description:	xx, 405 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Market Research/Competitive Intelligence. -
Online resource:	http://dx.doi.org/10.1007/978-3-319-19482-0
ISBN:	9783319194820

Brand building and marketing in key emerging markets = a practitioner's guide to successful brand growth in China, India, Russia and Brazil /
Schaffmeister, Niklas.

Brand building and marketing in key emerging marketsa practitioner's guide to successful brand growth in China, India, Russia and Brazil /[electronic resource] :by Niklas Schaffmeister. - Cham :Imprint: Springer,2015. - xx, 405 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

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.

ISBN: 9783319194820

Standard No.: 10.1007/978-3-319-19482-0doiSubjects--Topical Terms:

1069050
Market Research/Competitive Intelligence.

LC Class. No.: HF5415.12.B63

Dewey Class. No.: 658.8

Brand building and marketing in key emerging markets = a practitioner's guide to successful brand growth in China, India, Russia and Brazil /
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