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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Schaffmeister, Niklas (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cham : Springer, [2015]
Colección:Management for professionals.
Temas:
Marketing > BRIC countries > Management.
Product management > BRIC countries.
Market research.
Business strategy.
Sales & marketing.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Marketing > Management
Product management
BRIC countries
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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