Brand Building and Marketing in Key Emerging Markets

Brand Building and Marketing in Key Emerging Markets
Author :
Publisher : Springer
Total Pages : 418
Release :
ISBN-10 : 9783319194820
ISBN-13 : 3319194828
Rating : 4/5 (20 Downloads)

Book Synopsis Brand Building and Marketing in Key Emerging Markets by : Niklas Schaffmeister

Download or read book Brand Building and Marketing in Key Emerging Markets written by Niklas Schaffmeister and published by Springer. This book was released on 2015-10-09 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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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