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
- Taschenbuch ausgewählt
- eBook
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Sprache:Englisch
Fr. 72.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
23.08.2016
Abbildungen
XX, 405 p.
Verlag
SpringerSeitenzahl
405
Maße (L/B/H)
23.5/15.5/2.4 cm
Gewicht
645 g
Auflage
Softcover reprint of the original 1st ed. 2015
Originaltitel
Erfolgreicher Markenaufbau in den großen Emerging MarketsSprache
Englisch
ISBN
978-3-319-36769-9
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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