國立虎尾科技大學 |

Brand Building and Marketing in Key Emerging Markets = A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Brand Building and Marketing in Key Emerging Markets/ by Niklas Schaffmeister.
其他題名:	A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil /
作者:	Schaffmeister, Niklas.
面頁冊數:	XX, 405 p. 132 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://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. - 1st ed. 2015. - XX, 405 p. 132 illus.online resource. - 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:

557931
Marketing.

LC Class. No.: HF5410-5417.5

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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