Erschienen: 19.10.2015 Abbildung von Schaffmeister | Brand Building and Marketing in Key Emerging Markets | 1st ed. 2015 | 2015 | A Practitioner’s Guide to Succ...


Brand Building and Marketing in Key Emerging Markets

A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil

Buch. Hardcover

1st ed. 2015. 2015

xx, 405 S.

Springer. ISBN 978-3-319-19481-3

Format (B x L): 15,5 x 23,5 cm

Gewicht: 801 g

Das Werk ist Teil der Reihe: Management for Professionals


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 22 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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