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Brand building and marketing in key ...

Schaffmeister, Niklas.

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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 /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand building and marketing in key emerging markets/ by Niklas Schaffmeister.
其他題名:	a practitioner's guide to successful brand growth in China, India, Russia and Brazil /
作者:	Schaffmeister, Niklas.
出版者:	Cham :Springer International Publishing : : 2015.,
面頁冊數:	xx, 405 p. :ill., digital ;24 cm.
內容註:	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.
Contained By:	Springer eBooks
標題:	Marketing - Management. - BRIC countries -
電子資源:	http://dx.doi.org/10.1007/978-3-319-19482-0
ISBN:	9783319194820

Brand building and marketing in key emerging markets = a practitioner's guide to successful brand growth in China, India, Russia and Brazil /
Schaffmeister, Niklas.

Brand building and marketing in key emerging marketsa practitioner's guide to successful brand growth in China, India, Russia and Brazil /[electronic resource] :by Niklas Schaffmeister. - Cham :Springer International Publishing :2015. - xx, 405 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

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.

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.

ISBN: 9783319194820

Standard No.: 10.1007/978-3-319-19482-0doiSubjects--Topical Terms:

2162285
Marketing
--Management.--BRIC countries

LC Class. No.: HF5415.12.B63

Dewey Class. No.: 658.8

Brand building and marketing in key emerging markets = a practitioner's guide to successful brand growth in China, India, Russia and Brazil /
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