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Author Schaffmeister, Niklas,
Title Brand building and marketing in key emerging markets : a practitioner's guide to successful brand growth in China, India, Russia and Brazil / Niklas Schaffmeister.
Imprint Cham : Springer, [2015]

View online
View online
Author Schaffmeister, Niklas,
Series Management for professionals, 2192-810X
Management for professionals. 2192-810X
Subject Marketing -- BRIC countries -- Management.
Product management -- BRIC countries.
Description 1 online resource (xx, 405 pages) : illustrations.
polychrome rdacc
Bibliography Note Includes bibliographical references.
Contents 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.
Summary 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.
Note Online resource; title from PDF title page (EBSCO, viewed October 20, 2015).
ISBN 9783319194820 (electronic bk.)
3319194828 (electronic bk.)
331919481X (print)
9783319194813 (print)
ISBN/ISSN 10.1007/978-3-319-19482-0
OCLC # 923807910
Additional Format Printed edition: 9783319194813

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