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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

Niklas Schaffmeister

PDF
ca. 53,49
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Springer International Publishing img Link Publisher

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

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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Kundenbewertungen

Schlagwörter

Brand strategy, Brand adjustment, Brand building, Market expansion, Localization, Emerging growth markets