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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 /
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 emergin...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cham :
Springer,
[2015]
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| Colección: | Management for professionals.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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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| Descripción Física: | 1 online resource (xx, 405 pages) : illustrations |
| Bibliografía: | Includes bibliographical references. |
| ISBN: | 9783319194820 3319194828 |
| ISSN: | 2192-810X |