Detalles del Título
Detalles del Título

< Ant.
Sig. >
Título Brand Building and Marketing in Key Emerging Markets: A Practitioner's Guide to Successful Brand Growth in China, India, Russia and Brazil. - First edition 2015.Libro Electrónico / En Línea - Libro
Parte de Springer eBooks 2015: Colección 2015
Autor(es) Schaffmeister, Niklas (Autor)
Publicación Cham, 2015.
Descripción Fí­sica 1 recurso en línea : online resource
Idioma Ingles;
Series Management for Professionals
ISBN 9783319194820
Clasificación(es) 658.8
Materia(s) Business; Market Research; Leadership; Globalization; Markets; Business and Management.; Marketing; Emerging Markets - Globalization; Business Strategy - Leadership.; Market Research - Competitive Intelligence;
Nota(s) 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
Resumen 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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