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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 |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cham :
Springer,
[2015]
|
| Colección: | Management for professionals.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Schaffmeister, Niklas, |e author. | |
| 245 | 1 | 0 | |a Brand building and marketing in key emerging markets : |b a practitioner's guide to successful brand growth in China, India, Russia and Brazil / |c Niklas Schaffmeister. |
| 264 | 1 | |a Cham : |b Springer, |c [2015] | |
| 264 | 4 | |c Ã2015 | |
| 300 | |a 1 online resource (xx, 405 pages) : |b illustrations | ||
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| 490 | 1 | |a Management for professionals, |x 2192-810X | |
| 588 | 0 | |a Online resource; title from PDF title page (EBSCO, viewed October 20, 2015). | |
| 504 | |a Includes bibliographical references. | ||
| 505 | 0 | |a 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. | |
| 520 | |a 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. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing |z BRIC countries |x Management. | |
| 650 | 0 | |a Product management |z BRIC countries. | |
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| 650 | 7 | |a Business strategy. |2 bicssc | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
| 651 | 7 | |a BRIC countries |2 fast | |
| 776 | 0 | 8 | |i Printed edition: |z 9783319194813 |
| 830 | 0 | |a Management for professionals. |x 2192-810X | |
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