Brand Building and Marketing in Key Emerging Markets
| Autor: | Schaffmeister, Niklas |
|---|---|
| EAN: | 9783319194813 |
| Auflage: | 001 |
| Sachgruppe: | Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 428 |
| Produktart: | Gebunden |
| Veröffentlichungsdatum: | 19.10.2015 |
| Untertitel: | A Practitioner¿s Guide to Successful Brand Growth in China, India, Russia and Brazil |
| Schlagworte: | Absatz / Marketing Marketing Vermarktung |
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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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