Brand Building and Marketing in Key Emerging Markets
Author | : Niklas Schaffmeister |
Publisher | : Springer |
Total Pages | : 418 |
Release | : 2015-10-09 |
ISBN-10 | : 9783319194820 |
ISBN-13 | : 3319194828 |
Rating | : 4/5 (20 Downloads) |
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.