Brand Building and Marketing in Key Emerging Markets : A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil
1st ed. 2015
Book Details
Format
Hardback or Cased Book
Book Series
Management for Professionals
ISBN-10
331919481X
ISBN-13
9783319194813
Edition
1st ed. 2015
Publisher
Springer International Publishing AG
Imprint
Springer International Publishing AG
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Oct 19th, 2015
Print length
405 Pages
Weight
772 grams
Dimensions
16.70 x 24.30 x 2.70 cms
Ksh 8,100.00
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This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'.
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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