Brand Building and Marketing in Key Emerging Markets A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
Aus der Reihe
Management for Professionals
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- Hardcover ausgewählt
- Taschenbuch
- eBook
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Sprache:Englisch
Fr. 73.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
19.10.2015
Abbildungen
XX, 405 p.
Verlag
SpringerSeitenzahl
405
Maße (L/B/H)
24.1/16/2.9 cm
Gewicht
805 g
Auflage
1st ed. 2015
Sprache
Englisch
ISBN
978-3-319-19481-3
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.
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